Evaluation of relationship between internal and external brand equity of b2b-companies from high-tech industries

The paper explains a new model of internal brand equity applied to evaluation of Russian b2b-companies from high-tech industries (manufacturing and IT). Based on the survey of 94 sales representatives from 39 Russian b2b-companies, including fast-growing enterprises, we evaluate relationship between internal brand equity, internal brand equity factors and external brand equity of companies. The paper also contains managerial implications of explained relationship (the model of internal brand equity) for managing brand growth in Russian b2b-companies from surveyed high-tech industries

Keywords: Internal brand equity, b2b-companies, high-tech industries


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