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Brand origin and product haracteristics effects on corporate versus product brand equity in B2B markets
Dissertation (MBA)--University of Pretoria, 2010.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613590227255297 |
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| access_status_str | Open Access |
| author2 | Kleyn, Nicola |
| author_browse | Kleyn, Nicola |
| author_facet | Kleyn, Nicola |
| collection | Thesis |
| dc_rights_str_mv | © 2008, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2010. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/23124 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:38:33.924Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/23124 Brand origin and product haracteristics effects on corporate versus product brand equity in B2B markets Kleyn, Nicola ichelp@gibs.co.za Dimitrov, Silvana UCTD Brand name products Management Dissertation (MBA)--University of Pretoria, 2010. Prior research on branding has emphasised the choices companies have between product and corporate branding and what drives these choices. B2B markets are expected to differ from individual consumers in the value they place on the corporate brand versus the product brand due to the complicated nature of organisational buying. Brand origin and product characteristics are said to have an effect on customers’ evaluations of brand equity. The study design was causal/experimental in nature and data from 189 B2B customers located in SA and Europe was collected via a survey. The unit of analysis was customers’ evaluations of brand equity and multivariate statistical techniques were employed in the data analysis. The study results suggest that brand origin has an effect on customers’ evaluations of brand equity and local customers place more value on the corporate brand than their international counterparts. B2B customers are well aware of the product brand they buy and that product brand awareness drives product brand equity. Commodity and differentiated customers do not differ in their evaluations of corporate versus product brand equity. The findings from this research can contribute to the body of knowledge in the domain of building brand equity in B2B customers with specific implications to brand managers and CEO’s. Copyright Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T14:36:44Z 2010-04-21 2013-09-06T14:36:44Z 2008-11-13 2010-04-21 2010-03-12 Dissertation Dimitrov, S 2008, Brand origin and product haracteristics effects on corporate versus product brand equity in B2B markets, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/23124 > G10/17/mh http://hdl.handle.net/2263/23124 http://upetd.up.ac.za/thesis/available/etd-03122010-140453/ © 2008, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Brand name products Management Brand origin and product haracteristics effects on corporate versus product brand equity in B2B markets |
| title | Brand origin and product haracteristics effects on corporate versus product brand equity in B2B markets |
| title_full | Brand origin and product haracteristics effects on corporate versus product brand equity in B2B markets |
| title_fullStr | Brand origin and product haracteristics effects on corporate versus product brand equity in B2B markets |
| title_full_unstemmed | Brand origin and product haracteristics effects on corporate versus product brand equity in B2B markets |
| title_short | Brand origin and product haracteristics effects on corporate versus product brand equity in B2B markets |
| title_sort | brand origin and product haracteristics effects on corporate versus product brand equity in b2b markets |
| topic | UCTD Brand name products Management |
| url | http://hdl.handle.net/2263/23124 http://upetd.up.ac.za/thesis/available/etd-03122010-140453/ |