Original Research

Impact of branding and product augmentation on decision making in the B2B market

N. S. Alexander, G. Bick, R. Abratt, M. Bendixen
South African Journal of Business Management | Vol 40, No 1 | a531 | DOI: https://doi.org/10.4102/sajbm.v40i1.531 | © 2018 N. S. Alexander, G. Bick, R. Abratt, M. Bendixen | This work is licensed under CC Attribution 4.0
Submitted: 10 October 2018 | Published: 31 March 2009

About the author(s)

N. S. Alexander, Wits Business School, University of the Witwatersrand, South Africa
G. Bick, Wits Business School, University of the Witwatersrand, South Africa
R. Abratt, Nova Southeastern University, United States; and Wits Business School, South Africa
M. Bendixen, Nova Southeastern University, United States; and Wits Business School, South Africa

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Abstract

The aim of this study was to investigate the impact of the brand and product augmentation on the buyers of industrial tyres. While much has been studied about branding issues in B2C markets, very little research has been conducted in B2B markets. The research method used was a conjoint analysis experiment. The subjects were decision-making unit (DMU) members of open-pit mining companies in South Africa who purchased industrial tyres for mining operations. The results suggest that the brand is very important, followed by durability, and price. Differences of magnitude amongst the members of the DMU occurred. The impact of these findings as well as the implications for buyers and suppliers are discussed.

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Crossref Citations

1. Systematic review on B2B branding: research issues and avenues for future research
Francisco Guzmán, Joona Keränen, Kalle A. Piirainen, Risto T. Salminen
Journal of Product & Brand Management  vol: 21  issue: 6  first page: 404  year: 2012  
doi: 10.1108/10610421211264892