Designing a model of brand performance in industrial Markets (Case study: Manufacturers of home appliances in Tehran)

In today's highly competitive conditions maintenance and expansion market share is the result of brand performance. Suppliers to maintain and improve theirs position against competitors must pay attention to branding and brand management. Enhancement brand value is as a distinctive and inimitable competitive advantage and on its role in brand preference over other brands in market is emphasized. Therefore, identifying of factors influencing brand performance is an important issue in the implementation of marketing strategies. In this article, the researchers explore the following question. What factors influence on brand performance in industrial markets? This study discusses variables from customers’ viewpoints by taking the sample of industrial experts and buying center from manufacturers of home appliances in Tehran. 106 questionnaires from buying center were analyzed. PLS software was used to test hypotheses. The results of the data analysis confirmed that all of hypothesis. The research results indicate that supplier social responsibility, reputation, B2B brand equity, brand preference and purchasing repeat and loyalty intentions have significant and positive effect on brand performance. Relationships reputation and social responsibility on B2B brand equity; social responsibility and reputation; B2B brand equity and brand preference; brand preference and purchasing repeat intentions were significant positively. Internal Suppliers can use the research findings to branding and brand performance management in internal and external industrial markets.