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Drivers of B2B Brand Strength — Insights from an International Study Across Industries

  • Drivers of B2B Brand Strength
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Schmalenbach Business Review Aims and scope

Abstract

This study analyzes the effect of brand associations and marketing-mix instrument perceptions on brand strength for B2B firms. Although B2B brands may contribute substantially to firm profit, only little research has been directed at them. We close this research gap by analyzing a unique data set that spans across three countries and seven industries. We find that the brand-associations ‘sustainability and corporate governance” as well as ‘innovation and expertise” drive brand strength in B2B markets across all countries and industries. For marketing-mix instruments, product and distribution perceptions shape brand strength. However, the effects of marketing-mix instrument perceptions vary by industry and country.

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Authors and Affiliations

  1. Albertus-Magnus-Platz 1, D-50923, Cologne, Germany

    Eric M. Lennartz (Doctoral Candidate, University of Cologne, Chair for Marketing and Market Research) & Marc Fischer (Professor of Marketing and Market Research, University of Cologne, and Associate Professor of Marketing, UTS Business School, Sydney, Chair for Marketing and Market Research)

  2. Marketing Center Muenster, University of Muenster, Am Stadtgraben 13-15, D-48143, Muenster, Germany

    Manfred Krafft (Professor of Marketing)

  3. Department of Marketing and Media, University of Hamburg, Esplanade 36, D-20354, Hamburg, Germany

    Kay Peters

Authors
  1. Eric M. Lennartz
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  2. Marc Fischer
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  3. Manfred Krafft
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  4. Kay Peters
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Corresponding author

Correspondence to Eric M. Lennartz.

Additional information

We would like to thank McKinsey & Company for generously supporting the collection of the data used in this study. We appreciate in particular the industry expertise and discussions with Dr. Tjark Freundt and Sascha Lehmann.

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Lennartz, E.M., Fischer, M., Krafft, M. et al. Drivers of B2B Brand Strength — Insights from an International Study Across Industries. Schmalenbach Bus Rev 67, 114–137 (2015). https://doi.org/10.1007/BF03396926

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  • DOI: https://doi.org/10.1007/BF03396926

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