earticle

영어

The main focus of business administration are creation and management of the value of brand in recent years. Brand management and brand equity in B2B market has been a subject of much interest. Based on theories of brands(ie., B2B brand, B2B service brand, corporate image and perceived quality), the present research focuses on developing a structuring process of brand equity in B2B service. Our results suggest that corporate image affected brand awareness and image. But corporate image affected perceived service quality via the mediation of the brand awareness and image. Both brand awareness and brand image show a positive effect on perceived service quality. Brand awareness positively affect brand loyalty. Brand image shows only a indirect effect on brand loyalty via the mediation of perceived service quality. Finally, perceived service quality plays important roles in increasing brand loyalty. The present study contributes to the academic literature in that it investigates B2B service brand which has been heavily overlooked than B2C brand in the extant literature. And based on the empirical test, the research proposed critical management strategies of B2B brand. strategies.