Title: Effect of brand name and price on business to business (B2B) success: an empirical study on sample of food hypermarket retailers in Amman city

Authors: Sulieman Ibraheem Shelash Al-Hawary; Bahaà Abdul-Hafez Attallah Al-Nady; Main Naser Alolayyan

Addresses: Department of Marketing, Faculty of Business and Finance, American University of Madaba, P.O. Box 2882, Amman 11821, Jordan ' Business Administration Department, Faculty of Business, Middle East University, P.O. Box 230505, Amman 11123, Jordan ' Business Administration Department, Al-Khawarizmi University College, P.O. Box 25669, Abu Dhabi, United Arab Emirates

Abstract: This study aims to examine the effect of brand name and price on Business to Business (B2B) success and the research findings provide useful insights for researchers to conduct further studies on brand name associated with price on B2B success variable. The study demonstrates that the brand name and price have a positive effect on B2B success and these two variables are known to have strong influences on food hypermarket retailers in Amman city. The researchers draw their conceptual foundations from previous studies supplemented by marketing literature and the population of the study consists of food hypermarket stores in Amman city.

Keywords: brand name; price effect; B2B success; business to business; food retailers; Amman; Jordan; hypermarkets.

DOI: 10.1504/IJICOT.2013.059728

International Journal of Information and Coding Theory, 2013 Vol.2 No.2/3, pp.115 - 139

Published online: 07 Mar 2014 *

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