Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image

Sharifah Faridah Syed Alwi, Bang Nguyen, T. C. Melewar, Yeat Hui Loh, Martin Liu

Research output: Journal PublicationArticlepeer-review

16 Citations (Scopus)

Abstract

Purpose - The purpose of this paper is to explore brand equity from multiple perspectives (tangible and intangible) and their joint consequences, namely, on industrial buyers' brand loyalty and their long-term commitment. The aim is to provide a more comprehensive framework of the buyer's behavioral response in the business-to-business context by integrating both trust elements and industrial brand attributes (brand performance and industrial brand image). In addition, the study explores the mediation effects of trust and brand attributes on industrial buyers' responses such as loyalty and long-term commitment. Design/methodology/approach - Using a survey approach, the study includes respondents working in the heating, ventilating and air-conditioning (HVAC) industry in Malaysia, and data are collected in the industrial air-conditioning segment. The research model was tested with SEM. Findings - Findings show that brand performance and industrial brand image directly affect brand trust but with different effects on buyers' commitment and loyalty. Interestingly, industrial brand image only mediates the responses via brand trust, while brand performance has a direct effect. Thus, both brand performance and industrial brand image build buyer trust. But in this context, it is brand performance rather than industrial brand image that influences long-term commitment and loyalty. The study concludes that in the HVAC industry, brand performance, industrial brand image, buyer trust, industrial loyalty and commitment build brand equity. Originality/value - Significant research reveals that, in business-to-business contexts, brand equity depends on the supplier's brand trust and attributes of the brand such as brand image and brand performance. While useful in guiding a supplier's or industry's brand strategy, the study of both brand trust and brand attributes has led to only a partial explanation of the supplier's or industry's brand equity. The present research explores industrial brand equity, focussing on tangible assets (performance) and intangible assets (brand image), and their joint consequences.

Original languageEnglish
Pages (from-to)858-882
Number of pages25
JournalIndustrial Management and Data Systems
Volume116
Issue number5
DOIs
Publication statusPublished - 13 Jun 2016

Keywords

  • Brand equity
  • Brand image
  • Brand loyalty
  • Brand performance
  • Commitment
  • Corporate brand

ASJC Scopus subject areas

  • Management Information Systems
  • Industrial relations
  • Computer Science Applications
  • Strategy and Management
  • Industrial and Manufacturing Engineering

Fingerprint

Dive into the research topics of 'Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image'. Together they form a unique fingerprint.

Cite this