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Evaluation of Relationship between Internal and External Brand Equity in B2B Firms

Student: Chernysh Daria

Supervisor: Sergey Alexandrovskiy

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Marketing (Master)

Year of Graduation: 2016

In the B2B sector, the brand owner ́s employees are increasingly playing a key role in terms of representing the brand to existing and potential customer. The role of a well-established internal brand equity can give a B2B company the edge it needs in the market today. Internal branding has recently emerged as an important issue in industrial market. This study aims to find out how internal brand equity and its determinants affect the external brand equity of business-to- business companies. This study is based on previous research of internal brand equity in business-to-business setting. In this study four hypothesis were tested. Surveys were conducted among B2B companies in Russia, which resulted in 95 complete . The findings offer evidence, that internal brand equity with determinants have a great impact on the external brand equity of a firm.

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