How brand orientation impacts B2B service brand equity? An empirical study among Chinese firms

Zhang Jing; Jiang Yanxin; Shabbir Rizwan; Zhu Miao

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How brand orientation impacts B2B service brand equity? An empirical study among Chinese firms

机译：品牌定位如何影响B2B服务品牌资产？中国企业的实证研究

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Purpose - The paper aims to explore how brand orientation impacts brand equity via internal branding, presented brand, word-of-mouth and customer experience from stakeholder interaction perspective in industrial services context. Brand orientation has emerged as an attractive business philosophy for industrial service companies who believe that brand plays an influential role in delivering customer value and improving firm's performance. However, the impact of brand orientation upon brand equity is not clear yet, and the active roles of multiple stakeholders in co-creating brand equity are largely neglected in business-to-business (B2B) branding literature.

机译：目的-本文旨在探讨在工业服务环境中，从利益相关者互动的角度，品牌取向如何通过内部品牌，所呈现的品牌，口碑和客户体验来影响品牌资产。对于工业服务公司来说，品牌导向已成为一种有吸引力的经营理念，他们认为品牌在提供客户价值和改善公司绩效方面具有重要作用。但是，品牌定位对品牌资产的影响尚不明确，在企业对企业（B2B）品牌文献中，很多利益相关者在共同创建品牌资产中的积极作用被忽略。

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来源
《The Journal of Business & Industrial Marketing》 |2016年第1期|83-98|共16页
作者
Zhang Jing; Jiang Yanxin; Shabbir Rizwan; Zhu Miao;
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作者单位

Huazhong Univ Sci & Technol, Sch Management, Wuhan 430074, Peoples R China;

Huazhong Univ Sci & Technol, Sch Management, Wuhan 430074, Peoples R China;

Huazhong Univ Sci & Technol, Sch Management, Wuhan 430074, Peoples R China;

Huazhong Univ Sci & Technol, Sch Management, Wuhan 430074, Peoples R China;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Brand orientation; Empirical study; Brand equity; Chinese firms; B2B services;

机译：品牌定位;实证研究;品牌资产;中国企业;B2B服务;

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How brand orientation impacts B2B service brand equity? An empirical study among Chinese firms

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