Branded Component Strategies [electronic resource] : Ingredient Branding in B2B Markets /
Worm, Stefan.author.
In the quest for better differentiation of their products, many firms in B2B markets have started to systematically invest in brand building. Stefan Worm analyzes how component supplier brand strength among original equipment manufacturers' (OEMs') customers affects component suppliers' market performance in their relationships with these OEMs. Further, the author determines which management instruments are effective in building, sustaining, and leveraging component supplier brand strength. The analysis relies on data collected from multiple manufacturing industries.
Description based upon print version of record.
Foreword; Preface; Summary; Brief Contents; Table of Contents; List of Figures; List of Tables; 1 Introduction; 1.1 Research Context; 1.2 Gap in the Literature; 1.3 Research Questions; 1.4 Outline of Study; 2 Literature Review; 2.1 Value Creation in Buyer-Supplier Relationships; 2.1.1 Value Creation in Transactional Exchanges versus Close Relationships; 2.1.2 Value Creation Instruments; 2.1.3 Perceptual Relationship Metrics; 2.1.4 Behavioral Relationship Outcomes; 2.2 How Brands Create Value; 2.2.1 Key Definitions; 2.2.2 Perceptual Brand Metrics; 2.2.3 Brand Management Instruments
2.2.4 Market Performance Outcomes of Brands2.2.5 Financial Performance Outcomes; 2.2.6 Brands as Signals - The Perspective of Microeconomic Theory; 2.3 Branding in Business Markets; 2.3.1 Perceptual Brand Metrics; 2.3.2 Brand Management Instruments; 2.3.3 Intermediary Perceptions; 2.3.4 Market & Financial Performance Outcomes of Brands; 2.3.5 Moderators of Brand Effectiveness; 3 Theoretical Framework; 3.1 Approach; 3.2 Research Question One: Brand Strength of Component Suppliers as a Driver of Their Market Performance; 3.2.1 Conceptualizing Component Supplier Brand Strength
3.2.2 Impact of Component Supplier Brand Strength on OEMs' Perceptions3.2.3 Impact of OEMs' Value Perceptions of Branded Components on OEM-Supplier Relationships; 3.2.4 Impact of OEMs' Perceptions on Behavioral Outcomes; 3.2.5 Moderating Effects of Situational Context Factors; 3.3 Research Question Two: Effectiveness of Brand Management Instrumentsin Building, Sustaining, and Leveraging Component Supplier BrandStrength; 3.3.1 Brand Image as a Mediator; 3.3.2 Visibility and Exclusivity as Brand Management Instruments; 3.3.3 Marketing Communication Instruments
3.3.4 Interactions among Marketing Communications Instruments4 Methodology; 4.1 Research Design; 4.1.1 Sampling Procedure; 4.1.2 Sample Characteristics; 4.1.3 Informant Characteristics; 4.1.4 Measure Development and Pretest; 4.1.5 Survey Instrument; 4.2 SEM Data Analysis; 4.2.1 PLS versus Covariance-Based SEM; 4.2.2 Evaluation of the Measurement Model; 4.2.3 Evaluating the Structural Model; 4.2.4 Testing Moderating and Mediating Effects; 4.2.5 Robustness Checks; 5 Results; 5.1 Data Preparation; 5.2 Measurement Model; 5.2.1 Factor Analysis; 5.2.2 Reflective Indicator Loadings
5.2.3 Formative Indicator Weights5.2.4 Reliability; 5.2.5 Discriminant Validity; 5.3 Structural Model for Research Question One; 5.3.1 Main Effects; 5.3.2 Mediating Effects; 5.3.3 Moderating Effects; 5.3.4 Model Fit and Summary; 5.4 Structural Model for Research Question Two; 5.4.1 Main Effects; 5.4.2 Mediating Effects; 5.4.3 Moderating Effects; 5.4.4 Model Fit and Summary; 6 Discussion; 6.1 Implications for Theoretical Development; 6.2 Managerial Implications; 6.3 Methodological Implications; 6.4 Limitations and Future Research Directions; References
Diss.--University of Kaiserslautern, 2009.
Includes bibliographical references (p. [203]-224).
In the quest for better differentiation of their products, many firms in B2B markets have started to systematically invest in brand building. Stefan Worm analyzes how component supplier brand strength among original equipment manufacturers' (OEMs') customers affects component suppliers' market performance in their relationships with these OEMs. Further, the author determines which management instruments are effective in building, sustaining, and leveraging component supplier brand strength. The analysis relies on data collected from multiple manufacturing industries.
Marketing.
Marketing.