Abstract
In the past, product quality and relationships were the main concepts for a differentiation strategy in b-to-b markets. Currently, the brand is discussed as an additional concept in the b-to-b sector. In the past, the literature mostly analysed these marketing concepts in an isolated way. This paper presents for the b-to-b sector a new marketing quality model (MARKET-Q) which integrates product quality, relationship quality, and brand quality in a single framework. Furthermore, the results of empirical tests of this model are presented in this paper. A main study and two replications clarify the general procedure and the validity of the model. Additionally, the empirical studies underpin the high relevance of brands in the b-to-b sector.
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