Business-to-business branding has received increasing attention from researchers in the last few years. Nonetheless, there is no agreement on the relative contribution of a brand versus an offering’s functional attributes to the industrial buyer’s preferences. Drawing on models from the business-to-consumer context, this paper demonstrates that non-attribute-based brand beliefs are predictors of hedonic outcomes as measured by industrial buyers’ attitudinal loyalty, while attribute-based brand beliefs are not. Moreover, the moderating role of the buyer’s level of knowledge for the value-generating process is identified, suggesting that the impact of non-attribute-based brand beliefs on attitudinal loyalty is greater for buyers with a low level of knowledge.

Business-to-business branding: a review and assessment of the impact of non-attribute-based brand beliefs on buyer’s attitudinal loyalty

CASSIA, FABIO;
2012-01-01

Abstract

Business-to-business branding has received increasing attention from researchers in the last few years. Nonetheless, there is no agreement on the relative contribution of a brand versus an offering’s functional attributes to the industrial buyer’s preferences. Drawing on models from the business-to-consumer context, this paper demonstrates that non-attribute-based brand beliefs are predictors of hedonic outcomes as measured by industrial buyers’ attitudinal loyalty, while attribute-based brand beliefs are not. Moreover, the moderating role of the buyer’s level of knowledge for the value-generating process is identified, suggesting that the impact of non-attribute-based brand beliefs on attitudinal loyalty is greater for buyers with a low level of knowledge.
2012
brand beliefs; business-to-business; attitudinal loyalty; branding; experience
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11562/391107
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