Abstract
Brand extension has been recognised as a strategic asset by most companies. Since the original study of Aaker and Keller,1 research on brand extensions has mostly focused on what causes an extension’s success.2,3 Analogous to consumer marketing, branding is considered as a leverage of sustainable competitive advantage in business-to-business (B2B) environments.4,5 In addition to consumer-based brands such as Coca Cola, Nokia and Nike, industrial brands such as Intel, AMD and GE are considered on the top brands as well.6 The inherent attractiveness of an industrial brand allows the customer—manufacturer or the customer— artisan to acutely identify and select a supplier brand, especially where repeat purchase decisions rely heavily on past performance.7
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