Explicating industrial brand equity: integrating brand trust, brand performance and industrial brand image

Syed Alwi, Sharifah Faridah and Nguyen, Bang and Melewar, T. C. and Loh, Yeat Hui and Liu, Martin (2016) Explicating industrial brand equity: integrating brand trust, brand performance and industrial brand image. Industrial Management & Data Systems, 116 (5). pp. 858-882. ISSN 0263-5577

[img] PDF - Final accepted version (with author's formatting)
Download (835kB)

Abstract

Purpose (mandatory) The research explores brand equity from multiple perspectives (tangible and intangible) and their joint consequences, namely, on industrial buyers’ brand loyalty and their long-term commitment. The aim is to provide a more comprehensive framework of the buyer’s behavioral response in the business to business context by integrating both trust elements and industrial brand attributes (brand performance and industrial brand image). In addition, the study explores the mediation effects of trust and brand attributes on industrial buyers’ responses such as loyalty and long-term commitment.

Design/methodology/approach (mandatory) Using a survey approach, the study includes respondents working in the HVAC industry in Malaysia, and data are collected in the industrial air conditioning segment. The research model was tested with SEM.

Findings (mandatory) Findings show that brand performance and industrial brand image directly affect brand trust but with different effects on buyers’ commitment and loyalty. Interestingly, industrial brand image only mediates the responses via brand trust, while brand performance has a direct effect. Thus, both brand performance and industrial brand image build buyer trust. But in this context, it is brand performance rather than industrial brand image that influences long-term commitment and loyalty. The study concludes that in the HVAC industry, brand performance, industrial brand image, buyer trust, industrial loyalty, and commitment build brand equity.

Originality/value (mandatory) Significant research reveals that, in business-to-business contexts, brand equity depends on the supplier’s brand trust and attributes of the brand such as brand image and brand performance. While useful in guiding a supplier’s or industry’s brand strategy, the study of both brand trust and brand attributes has led to only a partial explanation of the supplier’s or industry’s brand equity. The present research explores industrial brand equity, focusing on tangible assets (performance) and intangible assets (brand image), and their joint consequences.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 18980
Notes on copyright: This is the accepted version of the manuscript Sharifah Faridah Syed Alwi, Bang Nguyen, TC Melewar, Yeat Hui Loh, Martin Liu, (2016) "Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image", Industrial Management & Data Systems, Vol. 116 Issue: 5, pp.858-882, published in the journal 'Industrial Management & Data Systems' available via the journal site at: https://doi.org/10.1108/IMDS-09-2015-0364
Useful Links:
Depositing User: Tc Melewar
Date Deposited: 08 Mar 2016 10:56
Last Modified: 05 Sep 2018 14:33
URI: http://eprints.mdx.ac.uk/id/eprint/18980

Actions (login required)

Edit Item Edit Item

Full text downloads (NB count will be zero if no full text documents are attached to the record)

Downloads per month over the past year