Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:

---

In today's highly competitive conditions to maintain and expand market share is the result of brand performance. Suppliers to maintain and improve its position against competitors must pay attention to branding and brand management.Therefore, identifying of factors influencing brand performance is an important issue in the implementation of marketing strategies.In this article, the researchers explore to thisquestion: What factors influencing on brand performance? This study discusses variables from customers’ viewpoints by taking the sample of industrial purchasersand buying center of experts from manufacturers of home appliances in Tehran.106analyzed questionnaires from buying center was presented to. PLS software was used to test hypotheses.The results of the data analysis confirmed that all of theHypothesis.Research Results indicate thatsupplier social responsibility, reputation, B2B brand equity, brand preference and purchasing repeat and loyalty intentions havesignificant and positive effect on brand performance. Relationships reputationand social responsibility on B2B brand equity;social responsibility and reputation;B2B brand equity and brand preference; brand preference and purchasing repeat intentions was significant positively. Internal Suppliers can use the researchfindings to branding and brand performance management in internal and externalindustrial markets.

Keywords: Corporate Social Responsibility, B2B brand equity, Brand Performance, industrial markets, Reputation, brand preference, repeat purchasing and loyalty intentions

Full-Text [PDF 337 kb]   (5829 Downloads)    

Add your comments about this article : Your username or Email:

---