A model of product‐to‐service brand extension success factors in B2B buying contexts
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 22 February 2011
Abstract
Purpose
Business‐to‐business (B2B) manufacturing firms increasingly integrate services into their product portfolios under the same brand umbrella. This article aims to develop a conceptual model of the drivers of success for such B2B product‐to‐service brand extensions.
Design/methodology/approach
The research considers the drivers of product‐to‐service brand extensions success from an organizational buying behavior, branding, and service‐dominant logic (SDL) perspective.
Findings
In their product‐to‐service brand extensions, B2B firms are more likely to attain success if they have well‐regarded brand reputations, relevant service competencies, and strong buyer‐seller relationships. In addition, shared innovativeness, an ability to enhance utility and/or create transaction efficiencies, and effective marketing support are proposed to positively affect brand extension success.
Research limitations/implications
Future studies need to test the proposed model.
Practical implications
The propositions encourage managers to develop product‐to‐service brand extensions according to their ability to add customer value and reduce risk rather than on the basis of the perceived fit between the service extension and the existing brand name.
Originality/value
Relatively few existing studies consider brand extension success, and virtually none of them address product‐to‐service brand extension success in a B2B context.
Keywords
Citation
Brown, B., Sichtmann, C. and Musante, M. (2011), "A model of product‐to‐service brand extension success factors in B2B buying contexts", Journal of Business & Industrial Marketing, Vol. 26 No. 3, pp. 202-210. https://doi.org/10.1108/08858621111115921
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited