Please use this identifier to cite or link to this item:
Title: Customer-based corporate brand equity (CBCBE) in business-to-business firms: An emerging market perspective
Authors: Mishra, Prashant
Sarkar, Soumya
Keywords: Market Orientation
Marketing Capabilities
Customer Ties
Issue Date: 2014
Publisher: SCOPUS
Brand Management in Emerging Markets: Theories and Practices
IGI Global
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. © 2014 by IGI Global. All rights reserved.
Description: Mishra, Prashant, Indian Institute of Management-Calcutta, India; Sarkar, Soumya, Indian Institute of Management-Udaipur, India
ISSN/ISBN - 978-146666244-5;978-146666243-8
DOI - 10.4018/978-1-4666-6242-1.ch004
Appears in Collections:Marketing

Files in This Item:
There are no files associated with this item.

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.