Customer-Based Corporate Brand Equity (CBCBE) in Business-to-Business Firms: An Emerging Market Perspective

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Author(s): Prashant Mishra (Indian Institute of Management – Calcutta, India)and Soumya Sarkar (Indian Institute of Management – Udaipur, India)
Copyright: 2015
Pages: 18
Source title: Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-4666-7357-1.ch085

Keywords: Business & Management / Business Science Reference / Marketing / Marketing and Consumer Behavior

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Abstract

Performance of corporate brands is turning out to be a very significant metric in gauging the degree of firm performance. In a B2B setting, corporate brands are of larger importance and greater relevance. From a strategic marketing perspective, this chapter looks at market orientation as a crucial antecedent to corporate brand performance, which is measured through a new construct: Customer-Based Corporate Brand Equity (CBCBE). In the backdrop of Indian B2B firms, a dyadic analysis is performed to eke out the relationship in order to fill the spaces glaring in this domain of marketing literature. The presence of innovativeness as a strategic marketing mediator positively influences this association between market orientation and corporate brand performance focusing on the individualities of emerging markets.

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Customer-Based Corporate Brand Equity (CBCBE) in Business-to-Business Firms: An Emerging Market Perspective

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