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. / Automation Region
Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-9889 |
Date | January 2010 |
Creators | Johansson, Stefan, Rashidzadeh Azar, Soran |
Publisher | Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, Akademin för hållbar samhälls- och teknikutveckling, School of Sustainable Development of Society and Technology |
Source Sets | DiVA Archive at Upsalla University |
Language | English |
Detected Language | English |
Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
Format | application/pdf |
Rights | info:eu-repo/semantics/openAccess |
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