STUDYING ANTECEDENTS OF B2B BRAND EQUITY IN AN IRANIAN ICTCOMPANY BY USING GROUNDED THEORY

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HAMIDIZADEH MOHAMMAD REZA; Ghadiri Alireza; GHARCHEH MANIJEH; BAZARGAN KAVEH

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Journal: JOURNAL OF BRAND MANAGEMENT Year:2016 | Volume:4 | Issue:7 Page(s): 11-48

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Title

STUDYING ANTECEDENTS OF B2B BRAND EQUITY IN AN IRANIAN ICTCOMPANY BY USING GROUNDED THEORY

Author(s)

HAMIDIZADEH MOHAMMAD REZA | Ghadiri Alireza | GHARCHEH MANIJEH | BAZARGAN KAVEH | Issue Writer Certificate

Keywords

BRAND EQUITY

B2B BRAND EQUITY ELEMENTS

B2B MARKET

EMERGENTMARKETSICT

GROUNDED THEORY

Abstract

AB2B brand and its equity, as the most valuable intangible asset of any corporation, andbecause of creating extraordinary advantages, has a significant impact on companies’ success andeffective relations with B2B customers. This study, usingby GROUNDED THEORYmethod, aims to identify and explain underlying and intervening conditions, whichhaveeffect onBRAND EQUITY in B2B ICT (Information & Communication Technology) marketsin Iran as an emergent economy. Studydata gatheredby in-depth semi-structured interviewswith Iranian B2B MARKETing experts. Theoretical sampling applied and theoreticaladequacy obtained by 23 interviews. Data analysis and coding based on GroundedTheory methodology through open, axial and selective coding revealed thatunderlyingconditions affecting B2B BRAND EQUITY in ICT consist of one market environmental dimensionand four macro dimensions including political, economic, social and technological. Furthermore, intervening conditions affecting B2B BRAND EQUITY in ICT consist of twodimensionof B2B customer perspective, which are customer profile and B2B purchaseassessment criteria; and three corporate perspective, namely management attitude, B2B purchase profile and B2B sales department attitude. The creditability of the modelmeasured by applying fit and applicability indices; and internal credit confirmed by binomial test

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APA: Copy

HAMIDIZADEH, MOHAMMAD REZA, Ghadiri, Alireza, GHARCHEH, MANIJEH, & BAZARGAN, KAVEH. (2016). STUDYING ANTECEDENTS OF B2B BRAND EQUITY IN AN IRANIAN ICTCOMPANY BY USING GROUNDED THEORY. JOURNAL OF BRAND MANAGEMENT, 4(7 ), 11-48. SID. https://sid.ir/paper/267532/en

Vancouver: Copy

HAMIDIZADEH MOHAMMAD REZA, Ghadiri Alireza, GHARCHEH MANIJEH, BAZARGAN KAVEH. STUDYING ANTECEDENTS OF B2B BRAND EQUITY IN AN IRANIAN ICTCOMPANY BY USING GROUNDED THEORY. JOURNAL OF BRAND MANAGEMENT[Internet]. 2016;4(7 ):11-48. Available from: https://sid.ir/paper/267532/en

IEEE: Copy

MOHAMMAD REZA HAMIDIZADEH, Alireza Ghadiri, MANIJEH GHARCHEH, and KAVEH BAZARGAN, “STUDYING ANTECEDENTS OF B2B BRAND EQUITY IN AN IRANIAN ICTCOMPANY BY USING GROUNDED THEORY,” JOURNAL OF BRAND MANAGEMENT, vol. 4, no. 7 , pp. 11–48, 2016, [Online]. Available: https://sid.ir/paper/267532/en

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