Marketing antecedents of industrial brand equity: An empirical investigation in specialty chemicals

Industrial branding has emerged as an important issue, allowing firms to gain substantial competitive advantage, especially in markets where product commoditization and electronic procurement are on the increase. This article proposes, and empirically validates, a theoretically structured approach to measure brand equity, its antecedents and its consequences for industrial products. The model distinguishes between product and corporate brand equity, uses buyer perceived performance on the dimensions of the marketing mix as antecedents of brand equity, and relates them to re-purchase and loyalty intentions.     

A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector

A model is developed to examine the relationships among marketing-mix efforts (channel performance, value-oriented price, promotion, and after-sales service), corporate image, three dimensions of brand equity (brand awareness with associations, perceived quality, and brand loyalty), and market performance. The model considers three distinctive aspects of business markets. After-sales service is taken as a key marketing-mix effort. Corporate image is placed as a mediator from the marketing-mix efforts to the dimensions of brand equity. Personal selling is defined as a main component of promotion. The model is tested in the context of a Korean IT software sector. The test results show that all the marketing-mix efforts positively affect the overall value of brand equity, which is a proxy of market performance, via the three dimensions of brand equity. Corporate image mediates the effect of the marketing-mix efforts on the three dimensions of brand equity.     

An exploratory investigation of the elements of B2B brand image and its relationship to price premium

Much of the extant work on brand equity in business markets has focused on predicting brand loyalty, as in what brand image elements that make buyers prefer to buy a brand. The question what drives buyers to pay more or less for brands has however been somewhat overlooked, despite price premium being a distinct and economically important outcome of a favourable brand image. In an attempt to answer this question, this paper suggests that the corporate brand image determinants of price premium can be conceptualised into six dimensions: brand familiarity-, product solution-, service-, distribution-, relationship- and company associations. Findings from a small-scale qualitative investigation, based on interviews with buyers of corrugated packaging, are used to illustrate this model as well as to explore its microelements and demonstrate why they can be assumed to be mentally related to buyers' willingness to pay.     

The evolution of generic brands in industrial markets: the challenges to owners of brand equity

The paper suggests that generic brands can develop in industrial markets as easily as they can in consumer goods markets. It briefly examines the issue of branding in industrial markets and then describes the problems that firms can face if their brand name becomes used in a generic manner. It suggests actions that such firms can take as responses to this situation.     

Brand equity in the professional service context: Analyzing the impact of employee role behavior and customer-employee rapport

The study examines whether factors related to customers' perception of employees' behavior in terms of customer perceived role ambiguity, role overload and customer-employee rapport influence the development of brand equity in the professional service context. 632 customers of one of the Big Four auditing companies participated in the study. The results of structural equation modeling show negative effects of role ambiguity and role overload on brand associations, perceived quality and brand loyalty, which constitute brand equity. The findings indicate a positive effect of customer-employee rapport on the enhancement of B2B brand equity. However, the negative influences of role ambiguity and role overload on customer-employee rapport transfer detrimental indirect effects on brand equity. The study contributes to an understanding of how the real interaction between service providers and customers can influence brand equity in the professional service setting.     

Context effects in the evaluation of business-to-business brand alliances

Brand alliances in the business-to-business domain are becoming increasingly popular. This study investigates the impact of context-related effects on the formation of evaluation perceptions in B2B brand alliances. Assimilation and contrast effects represent the conceptual framework. Employing an experimental design we test the influence of two contextual factors on a range of product attributes: quality perceptions of the known brand ally (valence), and amount of information provided for the brand alliance. Using data collected from a cross section sample of large B2B UK companies we report assimilation effects across different product attributes of the alliance. Positive valence of the known brand ally results in higher evaluations of the brand alliance. In terms of provision of information, we find that, (a) unlike consumer markets, in the B2B domain higher evaluations are the result of detailed information, and (b) the impact of detailed information is significant only for tangible product attributes. Further, we find that valence of the known brand ally and amount of information provided are independent factors. The results add significantly to the knowledge on context effects in B2B brand alliances and lead to a number of managerial recommendations on partner selection and marketing communication of new brand alliances.     

The effects of perceived industry competitive intensity and marketing-related capabilities: Drivers of superior brand performance

Since the early 1990s the theoretical and practical issues associated with organizational capabilities have been a major research focus in marketing. However, there has been little focus simultaneously on industry environment and internal competitive capability development. A manager's perception of his/her industry environment has the potential to impact the firm's marketing-related capability development through their strategic responses to their perception of the environment. This paper advocates that managers (i.e., firms) perceiving their industry environment as turbulent will develop superior market learning and marketing capabilities. Market learning will assist in the process of building superior marketing capabilities. Both capabilities lead to higher brand performance. To explore these issues a study was designed to measure perceived industry competitive intensity, market learning and marketing capabilities. Data were gathered from senior managers of commercial firms and the results largely support the hypothesized theoretical relationship that industry competitive intensity influences market learning activity and marketing capability development. Interestingly, the study findings suggest that market learning impacts brand performance through marketing capability. The findings significantly contribute to the debate on the influence of the competitive environment on a firm's internal capability development which suggests the need for further research to examine the industry competitive intensity-internal capabilities-firm performance relationship.     

Announcement effects and market efficiency in a thin market: An empirical application to the Singapore equity market

Studies of share price responses to public announcements have assumed that there is no serious thinness in trading. This paper reports the findings of a study of price responses of thinly-traded shares in the Singapore equity market. With appropriate methodological refinements for thinness in trading, the announcement effects of earnings, dividends and capitalisation changes are studied. The results suggest that there are statistically significant abnormal returns during the months up to and including the month of announcement. With some minor exceptions, there appears to be no significant abnormal returns during the months after the announcements: semi-strong form efficiency is thus observed. These results are consistent with prior findings in the developed capital markets.The authors wish to thank the anonymous reviewers for their useful suggestions. This paper has benefitted from financial assistance of the Department of Commerce of the University of Queensland.     

The effects of customer and supplier involvement on competitive advantage: An empirical study in China

The focus of this paper is on the effects of customer and supplier involvement on competitive advantage in the firm. Using the resource-based view and knowledge-based view of the firm, hypotheses are developed concerning customer involvement, supplier involvement, and competitive advantage. Hierarchical multiple regressions are employed to test the hypothesized relationships. The data used was collected from 139 Chinese manufacturing firms across different industries. Each variable except control variables in the model is measured by a number of scale items. Both reliability and validity (content validity, convergent validity, and discriminate validity) are demonstrated. The results of the regression analysis show that (1) customer involvement has positive impact on product quality, delivery reliability, process flexibility, and customer service; and (2) supplier involvement leads to decreased cost. These findings are interpreted in the context of Chinese manufacturing setting and enhance the understanding of the roles of customer and supplier involvement in China's business environment.     

Program equity issues in schooling: The testimony of technology teachers

Assimilation into society via academic achievement is a premise and practice that is universal in schools and school systems. Drawing on the testimonies of technological education teachers and the sociology of knowledge literature, this narrative inquiry research sets the stage for a critical analysis of our reliance on knowledge versus experience in western education policy and planning. A crisp and constructive analysis of the premises school systems take for granted becomes possible, a case for transcending limited ways of thinking about knowledge and experience is made.

The increasing role of subsidiary boards in MNCs: An empirical study

Little research has been done to date on the role of subsidiary boards (SBs) in MNCs. A two-phase survey research design has yielded responses from 90 subsidiaries in 36 MNCs based in Europe, North America, and Japan. The sample provides evidence that: (1) SBs are perceived to be in transition from lesser to greater proactivity, and (2) MNCs with parent headquarters in North America, Europe, and Japan perceive the usefulness of these boards in different ways. The results indicate an increasingly active use of these boards in selective advisory and strategic roles. Some recommendations are presented for CEOs, chairmen, and subsidiary directors who are interested in designing their SBs to take better advantage of already legally mandated, but often underutilized, structures. SBs are not a panacea for resolving tensions between parents and subsidiaries and for monitoring changes in host country environments; however, they can provide added strategic governance for subsidiaries.     

Establishing brand equity among business-to-business referral sources in the emerging markets: The case of specialty medical practice

The goal of this study is to establish brand equity among business-to-business (B2B) referral sources in the emerging markets. We consider the case of specialty medical practices (SMPs) within these markets to achieve this objective. In this regard, we conducted a qualitative study among doctors/managers involved in SMPs in a developed market to understand the functioning of an SMP, and observe the process of building brand equity among referral sources. Based on the insights, we propose a conceptual framework to establish brand equity for SMPs in the emerging markets that focuses on B2B relationships. This is one of the first studies to explore the SMP industry in the emerging markets. We also highlight future directions and call for empirical validation of the proposed framework.     

The impact of strategic account managers' behaviors on relational outcomes: An empirical study

This paper explores the impact of some behaviors of strategic account managers on the relational outcomes of the relationships they are in charge of. Based on a review of literature on personal selling and strategic account management, we contribute to a greater understanding of the role of specific strategic account managers' behaviors in fostering synergistic solutions, role performance and customer trust. Results of the empirical study clearly show that the use of customer orientation has a strong influence on customer trust by increasing strategic account managers' role performance and stimulating synergistic solutions. Conversely, a selling orientation negatively affects synergistic solutions, thus decreasing customer trust. Finally, team selling has a positive impact on the attainment of synergistic solutions, thereby fostering customer trust. Based on these findings, managerial and research implications are discussed.     

Exploring the impact of trust and relational embeddedness in e-marketplaces: An empirical study in Taiwan

B2B transaction is a rapid growth section within e-commerce. However, despite the increase in the number of B2B transactions, only a few e-marketplaces have successfully attracted a large number of buyers and sellers. The purpose of this study is to investigate the underpinning forces that influence the organizational decision to adopt e-marketplaces and to improve competitiveness through continuous participation in e-marketplaces. This study applies the technology acceptance model, relational embeddedness, and the trust theory to explore the impact of perceived ease of use, perceived usefulness, and relational embeddedness on trust associated with e-marketplace providers. This study further tests the impact of relational embeddedness and trust on relationship performance in the context of e-marketplaces. Based on 284 active buyers and sellers in well-known public e-marketplaces, the empirical findings suggest that perceived ease of use positively influences perceived usefulness of e-marketplaces; perceived ease of use influences user trust of e-marketplaces via perceived usefulness; and relational embeddedness leads to enhanced trust in e-marketplace providers, which subsequently leads to better relationship performance. Both relational embeddedness and trust also influence relationship performance directly. This research reveals the importance of perceived usefulness and relational embeddedness on trust associated with e-marketplace providers.     

Market share,advertising, R&D,and profitability: An empirical analysis of leading industrial firms in Japan

This paper develops a dynamic model of a leader firm which chooses the time paths of R&D and advertising inputs so as to maximize the present value of expected profits. From this theoretical model simultaneous-equations system for market share, advertising, R&D, and profitability is derived and estimated using the data on the leading industrial firms in Japan. Our results show that, as far as top firms are concerned, market share and demand growth have significant positive effects on profitability, and an increase in the stock of goodwill increases market share as well as profitability.This study was financially supported by the Ministry of Education in Japan. Helpful comments were provided by H. Odagiri. Also I am indebted to an anonymous referee for advice and criticism on various points.     

Environment-strategy relationship and its performance implications: An empirical study of the chinese electronics industry

This study examined the strategy-environment-performance paradigm in a centrally plannedeconomy (People's Republic of China) in transition to a more market-driven economy. Based on a survey of top Chinese managers in the electronics industry, it was found that during this course of transformation, firms exhibited distinctive strategies despite a long tradition of central planning, and these strategies were signijcantly related to perceived environmental uncertainty. Specifically, managers perceptions of increased environmental uncertainty were found to be negatively related to proactive strategies and positively related to defensive strategies. Defensive strategies were also linked to higher performance.     

东日本大地震对石化工业产生的影响和启迪

介绍了东日本大地震对地震灾区石油化工装置造成的严重损毁、对日本炼油及石化中下游产业和国际贸易的影响,以及对全球能源市场的影响。结合东日本大地震给我国石化产业发展带来的启示,建议我国的石化产业要适当调整发展规划,提高石化工业的核心技术和关键设备的自给能力,优化产业布局、强化工程建设项目的审批和风险分析,培养一支有过硬心理素质和事故处理能力的队伍。     

Influence of the standardization of a firm's productive process on the long-term orientation of its supply relationships: An empirical study

Firms able to manage their supply relationships adequately, which is seen as a first step to success, will be able to exploit important competitive advantages. Many works have previously analyzed these supply relationships in very different contexts and considered the influence of various factors. The influence of the standardization of the productive process on the temporal orientation of interfirm relationships has been analyzed in some depth with respect to sales activities, but rather less in the relationships that standardized firms establish with their suppliers.In an attempt to fill this gap in the literature, the current work analyzes the possible influence of the standardization of the firm's productive process on the long-term orientation of firm-supplier relationships. Specifically, we use a sample of Spanish firms to analyze the moderating effect of this variable on this temporal orientation. Dividing the total sample into two subsamples - “standardized firms” versus “non-standardized firms” - we obtain interesting results and implications about the effects of trust, communication, cooperation, satisfaction and commitment on the long-term orientation of these relationships.