Effect of brand name and price on business to business (B2B) success: an empirical study on sample of food hypermarket retailers in Amman city (Q478003)

Summary: 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.