Branding in industrial markets : The Establishment of the Business Network Automation Region - A Study of a Industrial Phenomena. Peter Ekman & Peter Thilenius (Eds., 2010)
Purpose: To investigate how automation companies within Mälardalen region are aware of the value of brand building in a business-to-business context. The primary interest in this chapter concerns the complexity of business-to-business buyer behaviour and the perceived value of brand related attribut...
| Main Authors: | , |
|---|---|
| Format: | Others |
| Language: | English |
| Published: |
Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling
2010
|
| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9889 |
| Summary: | Purpose: To investigate how automation companies within Mälardalen region are aware of the value of brand building in a business-to-business context. The primary interest in this chapter concerns the complexity of business-to-business buyer behaviour and the perceived value of brand related attributes from industrial suppliers perspective. Design/Methodology/Approach: Primary research material was gathered through a structured data collection in the form of direct-questioner consisting of pre-arranged fixed alternative questions. 257 mailings were distributed to top level management with marketing responsibility. Findings: The management of automation companies perceives both product-related and non-product related brand attributes important to communicate in business relations with their customers, highlighting personal capability and trust as key in brand communication. === Automation Region |
|---|