Many B2B firms focus their branding activities merely on the dissemination of the brand name and the logo, without developing a more comprehensive brand identity. At the same time, the creation of brand awareness is an important goal in many B2B branding strategies. However, it is still unclear when the high investments necessary to build high brand awareness really pay off in business markets. Therefore, drawing on information economics theory, this paper investigates under which conditions brand awareness is associated with market performance in a B2B context. Results from a cross-industry study of more than 300 B2B firms show that brand awareness significantly drives market performance. This link is moderated by market characteristics (product homogeneity and technological turbulence) and typical characteristics of organizational buyers (buying center heterogeneity and time pressure in the buying process).
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