What impact have B2B communication tools had on industrial brand equity in sub-Saharan Africa?
Kuete, Collins
What impact have B2B communication tools had on industrial brand equity in sub-Saharan Africa? - 2021.
3
Today, questions about the contribution of marketing actions to the industrial brand valuation are topical in any context. In the context of sub-Saharan Africa, a study of a sample of sixty-nine Cameroonian companies identified a number of findings. Firstly, the company’s products with an industrial brand offer added value in the eyes of its customers and suppliers. Secondly, communication is the preferred marketing action program to capitalize on the value of the industrial brand with respect to target audiences. However, the use of specific communication tools in B2B remains low at the expense of the sales force and traditional communication tools. Finally, the choice of communication tools positively influences the image, reputation, and perceived quality of the industrial brand, but does not have a significant influence on loyalty to the industrial brand.
What impact have B2B communication tools had on industrial brand equity in sub-Saharan Africa? - 2021.
3
Today, questions about the contribution of marketing actions to the industrial brand valuation are topical in any context. In the context of sub-Saharan Africa, a study of a sample of sixty-nine Cameroonian companies identified a number of findings. Firstly, the company’s products with an industrial brand offer added value in the eyes of its customers and suppliers. Secondly, communication is the preferred marketing action program to capitalize on the value of the industrial brand with respect to target audiences. However, the use of specific communication tools in B2B remains low at the expense of the sales force and traditional communication tools. Finally, the choice of communication tools positively influences the image, reputation, and perceived quality of the industrial brand, but does not have a significant influence on loyalty to the industrial brand.
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