Studying Antecedents of B2B Brand Equity in an Iranian ICT Company by Using Grounded Theory

Document Type : Research Paper

Authors

1 Professor of Business Management, School of Management and Accounting, Shahid Beheshti University, Tehran, Iran

2 PhD student, Business Management - Marketing, School of Management and Accounting, Shahid Beheshti University, Tehran, Iran

3 Associate Professor, Department of Business Administration, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran

4 Assistant Professor, Department of Management and Commerce, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran

Abstract

 
Abstract:AB2B brand and its equity, as the most valuable intangible asset of any corporation, and because of creating extraordinary advantages, has a significant impact on companies’ success andeffective relations with B2B customers. This study, usingby grounded theory method, aims to identify and explain underlying and intervening conditions, whichhave effect onbrand equity in B2B ICT (Information & Communication Technology) markets in Iran as an emergent economy. Studydata gatheredby in-depth semi-structured interviews with Iranian B2B marketing experts. Theoretical sampling applied and theoretical adequacy obtained by 23 interviews. Data analysis and coding based on Grounded Theory methodology through open, axial and selective coding revealed thatunderlying conditions affecting B2B brand equity in ICT consist of one market environmental dimension and four macro dimensions including political, economic, social and technological. Furthermore, intervening conditions affecting B2B brand equity in ICT consist of two dimensionof B2B customer perspective,which are customer profile and B2B purchase assessment criteria; and three corporate perspective, namely management attitude, B2B purchase profile and B2B sales department attitude. The creditability of the model measured by applying fit and 

Keywords

References

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Quarterly Journal of Brand Management
Volume 3, Issue 3 - Serial Number 7
October 2016
Pages 11-48

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