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Marketing Management

In Industrial Marketing Management, Shipley and Howard showed, in fieldwork conducted in 2005, that brand names provide powerful benefits for, and are used extensively by, industrial marketers. The current study, with data from 2001, in part replicates research on their two primary propositions, and extends the enquiry to establish whether industrial firms in the 2004 agree with the basic tenets of brand value theory. Branding are key contributors to successful performance as sources of competitive advantage. Moreover, industrial firms attribute a brand's strength partly to its intangible associations, corroborating much of the consumer goods-derived theory on brand equity.