Industrial brand equity: a systematic literature review and directions for future research
The importance of industrial brand equity in the business-to-business (B2B) marketplace has seen a considerable surge in the last decade, emphasizing its crucial role in shaping competitive advantages and fostering long-term relationships within industries. However, while research has thoroughly exp...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2024.2440623 |
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| author | Fernando Rey Castillo-Villar Enrique Murillo |
| author_facet | Fernando Rey Castillo-Villar Enrique Murillo |
| author_sort | Fernando Rey Castillo-Villar |
| collection | DOAJ |
| description | The importance of industrial brand equity in the business-to-business (B2B) marketplace has seen a considerable surge in the last decade, emphasizing its crucial role in shaping competitive advantages and fostering long-term relationships within industries. However, while research has thoroughly explored the concept of brand equity in the business-to-consumer (B2C) context and its various dimensions and implications for consumer behavior, research on industrial brand equity is still recent, with many aspects remaining underexplored and lacking comprehensive theoretical grounding. To advance this emerging and important domain, bibliometric analyses and the ‘Theory-Context-Characteristics-Methodology’ (TCCM) framework were applied as part of the systematic literature review. Overall, 64 articles from the Web of Science database, published between 2010 and 2023, were thoroughly reviewed and analyzed. The study offers a unifying overview of existing findings on industrial brand equity, systematically highlighting the most prominent theoretical perspectives, variables such as antecedents, mediators, moderators, and outcomes, as well as various contexts and research methods that have been employed in this area. Furthermore, it provides a future roadmap aimed at stimulating further studies on industrial brand equity, addressing gaps, and proposing new directions for research. Also provided are managerial implications suggested by the findings of this research. |
| format | Article |
| id | doaj-art-a07831fdecae4a2083c3b84b9b7b2c1c |
| institution | DOAJ |
| issn | 2331-1975 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj-art-a07831fdecae4a2083c3b84b9b7b2c1c2025-08-20T02:49:36ZengTaylor & Francis GroupCogent Business & Management2331-19752025-12-0112110.1080/23311975.2024.2440623Industrial brand equity: a systematic literature review and directions for future researchFernando Rey Castillo-Villar0Enrique Murillo1Facultad de Ciencias Económicas y Empresariales, Universidad Panamericana, Mexico City, MexicoFacultad de Ciencias Económicas y Empresariales, Universidad Panamericana, Mexico City, MexicoThe importance of industrial brand equity in the business-to-business (B2B) marketplace has seen a considerable surge in the last decade, emphasizing its crucial role in shaping competitive advantages and fostering long-term relationships within industries. However, while research has thoroughly explored the concept of brand equity in the business-to-consumer (B2C) context and its various dimensions and implications for consumer behavior, research on industrial brand equity is still recent, with many aspects remaining underexplored and lacking comprehensive theoretical grounding. To advance this emerging and important domain, bibliometric analyses and the ‘Theory-Context-Characteristics-Methodology’ (TCCM) framework were applied as part of the systematic literature review. Overall, 64 articles from the Web of Science database, published between 2010 and 2023, were thoroughly reviewed and analyzed. The study offers a unifying overview of existing findings on industrial brand equity, systematically highlighting the most prominent theoretical perspectives, variables such as antecedents, mediators, moderators, and outcomes, as well as various contexts and research methods that have been employed in this area. Furthermore, it provides a future roadmap aimed at stimulating further studies on industrial brand equity, addressing gaps, and proposing new directions for research. Also provided are managerial implications suggested by the findings of this research.https://www.tandfonline.com/doi/10.1080/23311975.2024.2440623Industrial brand equityB2B brandingbusiness-to-businesssystematic reviewindustrial marketingIndustry & Industrial Studies |
| spellingShingle | Fernando Rey Castillo-Villar Enrique Murillo Industrial brand equity: a systematic literature review and directions for future research Cogent Business & Management Industrial brand equity B2B branding business-to-business systematic review industrial marketing Industry & Industrial Studies |
| title | Industrial brand equity: a systematic literature review and directions for future research |
| title_full | Industrial brand equity: a systematic literature review and directions for future research |
| title_fullStr | Industrial brand equity: a systematic literature review and directions for future research |
| title_full_unstemmed | Industrial brand equity: a systematic literature review and directions for future research |
| title_short | Industrial brand equity: a systematic literature review and directions for future research |
| title_sort | industrial brand equity a systematic literature review and directions for future research |
| topic | Industrial brand equity B2B branding business-to-business systematic review industrial marketing Industry & Industrial Studies |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2024.2440623 |
| work_keys_str_mv | AT fernandoreycastillovillar industrialbrandequityasystematicliteraturereviewanddirectionsforfutureresearch AT enriquemurillo industrialbrandequityasystematicliteraturereviewanddirectionsforfutureresearch |