Intern. J. of Research in Marketing

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For most companies in Business-to-Consumer (B2C) environments, developing and maintaining strong brands is a key element of their marketing strategy (Aaker, 2002; Keller & Lehmann, 2006). In comparison, companies targeting business customers often put less strategic emphasis on branding (Bendixen, Bukasa, & Abratt, 2004). Consequently, according to the most recent brand ranking conducted by Business Week and Interbrand, only 17 Business-to-Business (B2B) brands are listed among the 100 most.

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Intern. J. of Research in Marketing 27 (2010) 201212Contents lists available at ScienceDirectIntern. J. of Research in Marketingj o u r n a l h o m e p a g e : w w w. e l s ev i e r. c o m / l o c a t e / i j r e s m a rBrand awareness in business markets: When is it related to rm performance?Christian Homburg , Martin Klarmann 1, Jens Schmitt 2University of Mannheim, Institute for Market-Oriented Management, 68131 Mannheim, Germanya r t i c l ei n f oArticle history:First received in 19, April 2009 and was underreview for 7 monthsArea Editor: Stefan H.K. WuytsKeywords:Business-to-Business marketingBrand awarenessInformation economicsa b s t r a c tIn Business-to-Business (B2B) environments, many rms focus their branding activities on the disseminationof their brand name and logo without developing a more comprehensive brand identity. Thus, the creation ofbrand awareness is an important goal in many B2B branding strategies. However, it is still unclear if the greatinvestment necessary to build a high level of brand awareness really pays off in business markets. Therefore,drawing on information economics theory, this paper investigates under which conditions brand awarenessis associated with market performance in a B2B context. Results from a cross-industry study of more than300 B2B rms show that brand awareness signicantly drives market performance. This link is moderated bymarket characteristics (product homogeneity and tec

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