mdh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Branding in industrial markets: The Establishment of the Business Network Automation Region - A Study of a Industrial Phenomena. Peter Ekman & Peter Thilenius (Eds., 2010)
Mälardalen University, School of Sustainable Development of Society and Technology. (Automation Region)
Akademin för hållbar samhälls- och teknikutveckling, School of Sustainable Development of Society and Technology. (Automation Region)
2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: To investigate how automation companies within Mälardalen region are aware of the value of brand building in a business-to-business context. The primary interest in this chapter concerns the complexity of business-to-business buyer behaviour and the perceived value of brand related attributes from industrial suppliers perspective.

Design/Methodology/Approach: Primary research material was gathered through a structured data collection in the form of direct-questioner consisting of pre-arranged fixed alternative questions. 257 mailings were distributed to top level management with marketing responsibility.

Findings: The management of automation companies perceives both product-related and non-product related brand attributes important to communicate in business relations with their customers, highlighting personal capability and trust as key in brand communication.

Place, publisher, year, edition, pages
2010. , 35 p.
Keyword [en]
Industrial markets, Branding, Corporate branding, Brand attributes
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-9889OAI: oai:DiVA.org:mdh-9889DiVA: diva2:326139
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Projects
Automation Region
Available from: 2010-07-05 Created: 2010-06-22 Last updated: 2010-07-05Bibliographically approved

Open Access in DiVA

fulltext(510 kB)687 downloads
File information
File name FULLTEXT01.pdfFile size 510 kBChecksum SHA-512
c76c4992021e2290b9148c36e6fc6284221f7ca70182b9c012d019a65c8db478d561d082316ac7f592247fda7937298d552a058d19f4b60a72a67c5470081c02
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Johansson, StefanRashidzadeh Azar, Soran
By organisation
School of Sustainable Development of Society and Technology
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 687 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 532 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf