Addresses two basic questions: do organizational buyers exhibit brand‐equity behaviors such as the willingness to pay significant price premiums for certain brands; and under what conditions do those buyers place a premium on well‐known brands? Finds significant brand‐equity behaviors,...

As marketers develop new marketing strategies and as marketing scholars seek a new paradigm for the field, public relations perspectives may be preferred over traditional marketing perspectives. Given that public relations has a longer history in building relationships and corporate equity —...