This study analyzes the effect of brand associations and marketing-mix instrument perceptions on brand strength for B2B firms. Although B2B brands may contribute substantially to firm profit, only little research has been directed at them. We close this research gap by analyzing a unique data set that spans across three countries and seven industries. We find that the brand-associations ‘sustainability and corporate governance” as well as ‘innovation and expertise” drive brand strength in B2B markets across all countries and industries. For marketing-mix instruments, product and distribution perceptions shape brand strength. However, the effects of marketing-mix instrument perceptions vary by industry and country.

中文翻译：

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B2B品牌实力的驱动力-跨行业国际研究的见解

这项研究分析了品牌联想和市场营销手段对B2B公司品牌实力的影响。尽管B2B品牌可能对公司的利润做出重大贡献，但针对它们的研究很少。我们通过分析跨越三个国家和七个行业的独特数据集来弥合这一研究差距。我们发现，品牌协会的“可持续性和公司治理”以及“创新和专业知识”在所有国家和行业的B2B市场中推动了品牌实力。对于营销组合工具，产品和分销的感知影响着品牌实力。但是，营销组合工具感知的影响因行业和国家而异。