B2B brand orientation, relationship commitment, and buyer-supplier relational performance

Purpose The purpose of this study is to add insights into the business-to-business (B2B) branding literature by investigating the mechanism by which brand orientation affects relational performance in the B2B context. Design/methodology/approach A theory-based model is developed and tested using data collected from 201 Chinese B2B companies. Partial least squares analysis is used to test the hypotheses. Findings The results suggest that relationship commitment serves as an important means that translates a firm’s brand orientation into superior relational performance. Moreover, this positive effect is more prominent when the supplier is co-branding with its buyer. In addition, state-owned buyers are more inclined to develop affective commitment than calculative commitment when their suppliers are brand-oriented. Research limitations/implications This study examines the research questions from only the buyer side. In addition, the causal interface of the results might be limited due to the cross-sectional nature of the data. Practical implications While brand orientation generally leads to enhanced relational performance, it depends on the buyer’s involvement in co-branding and its ownership structure. Originality/value This study is among the first to uncover the underlying mechanism by which brand orientation adds value to B2B relationships. The findings provide compelling insights for managers who are interested in promoting a brand orientation to improve relational performance within their organizations.

An Exploratory Study of Business to Business (B2B) Brand Sensitivity - How do brands influence a German hospital’s buying decision-making process.

Historically branding was seen as having limited significance for organisations in industrial markets (Saunders & Watt, 1979). Research in the 1990s began to challenge this earlier view and delivered evidence of B2B’s branding relevance (Leek & Christodoulides, 2012; Veloutsou & Taylor, 2012) but still there is a lack of understanding when brands are the most significant in the context of B2B (Zablah, Brown, & Donthu, 2010). The researcher set out to investigate the B2B brand sensitivity in buying units of German hospitals. This required two prime investigations and analysis, to gain knowledge of the factors influencing brand sensitivity when buying medical devices. The researcher approached the investigation from a constructivist paradigm perspective and decided that a sector level case study approach of German hospitals was the most suitable method in order to explore in depth different aspects of the process and to get a comprehensive view of the situation (Yin, 2013). To gain ‘outsider’ research, qualitative semi-structured interviews have been the research method adopted, in order to understand why and how the situation occurred (Guba & Lincoln, 2005). The thesis highlights the role of brands in the context of organisational buying and provides guidance when brand sensitivity is present. In addition, B2B branding theory is enhanced and the managerial implications for managers in the medical device industry have been developed. The key findings of the thesis include the different participants in the buying unit of a German hospital and the influence factors for buying centre composition. Furthermore, the key findings show the factors that influence the decision making of a German hospital, and the parameters that have an influence on brand sensitivity are displayed. It is recommended to invest in branding strategies if the respective purchase decision is characterized by such a situation or the outlined brand values are required.

It’s all in the brand

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings B2B branding and value creation is typically under-utilized. This briefing looks at the benefits branding can bring to both suppliers and customer businesses. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Digital marketing and business-to-business relationships: a close look at the interface and a roadmap for the future

Purpose This study aims to introduce the special issue on digital marketing and business-to-business (B2B) relationships. In general, only modest attention has been devoted to the study of digitalization in the B2B sector and even less on the importance of the perils and promises of digitalization for B2B relationships. This study’s goal is to help focus scholarly attention on the implications of digitalization on B2B relationships. Design/methodology/approach In this conceptual paper, the authors’ approach is to carefully review relevant literature, and to lay out the field of digital marketing and B2B relationships, conceptualizing it for future research. Findings The authors find that the following areas are critically important to understanding future trends in digital marketing and B2B relationships: coopetition, value co-creation, B2B branding, servitization, innovation networks, relationship dynamics and power and trust. Originality/value The intersection of digitalization and B2B relationships is an under-researched topic. With this paper and the accompanying special issues papers, the authors hope to begin to fill this critical gap.

PENGARUH PERCEIVED BRAND QUALITY, PERCEIVED VALUE DAN SWITCHING COST TERHADAP CUSTOMER SATISFACTION DAN BRAND LOYALTY: STUDI PASAR INDUSTRI KIMIA DI INDONESIA

Studi tentang B2B branding relatif masih sedikit dibandingkan dengan studi B2C branding. Kajian empiris ini didorong oleh beberapa pertanyaan penelitian terkait dengan B2B branding, terutama tentang faktor yang mempengaruhi customer satisfaction dan brand loyalty. Pengembangan model dilakukan atas dasar pertimbangan rasional, oleh karenanya beberapa konstruk diuji selaku antecedent dari customer satisfaction. Kajian empiris dilakukan terhadap pasar industri kimia emulsi, yakni persepsi konsumen produk kimia terhadap product brand dan faktor-faktor yang mempengaruhi dalam proses pengambilan keputusan pembelian. Penelitian ini mendapatkan temuan utama: brand loyalty dipengaruhi oleh customer satisfaction, dan customer satisfaction dipengaruhi sangat kuat oleh perceived brand quality, selain pengaruh dari switching cost dan perceived value. Industri kimia perlu untuk secara konsisten melakukan pengembangan product dan service, serta technical solution, bahwa hal ini akan menjadi suatu point of differentiation dan competitive advantage bagi perusahaan di tengah persaingan yang ketat.

The narrative strategies of B2B technology brands

Purpose With the rise of digital media and content marketing, business-to-business (B2B) technology firms increasingly use narratives in their marketing strategy. If research has studied the impact of narrative on audiences, the structuration of the narrative strategies is still an overlooked area. The purpose of this paper is to understand the structuration of narrative strategies. Design/methodology/approach Authors studied the cases of narratives on the Internet of Things produced by two leading technology firms, IBM and Cisco, between 2012 and 2016. Material includes advertising campaigns, blogs, written customer cases, white papers, public speeches and selling discourses. Findings The research highlights the importance of metanarratives as the core of the structuration of seemingly different contents. It also shows how firms tap into fundamental mythic archetypes and broader sociocultural narratives to try and legitimate the emerging technology. Finally, research also introduces the concept of transmedia strategy and illustrates its use by the two firms studied. Research limitations/implications The results are based on only two cases of multinational firms, limiting the generalization of the findings. Practical implications The results of the research may encourage firms to use more narrative branding strategies. They also offer directions for the key elements to manage when elaborating a narrative strategy (defining key metanarratives, identifying and using broader sociocultural narratives, designing a transmedia strategy). Originality/value The paper is among the first to try to understand the structuration of narrative branding strategies. While exploratory, it contributes to research on B2B branding and digital branding by bringing the narrative into B2B branding research.

A framework to manage business-to-business branding strategies

PurposeIn the past decades, a growing body of studies has assessed the importance of brands in business-to-business (B2B) markets. However, until date, a comprehensive understanding of B2B branding strategies is lacking. Hence, the purpose of this paper is to develop a framework to select and manage B2B branding strategies.Design/methodology/approachThis study’s arguments are developed in line with MacInnis’s (2011) guidelines on conceptual contributions in marketing.FindingsAs a result of the arguments of this study, a framework is developed to identify the relationships between the types of B2B contexts and effective B2B branding strategies.Research limitations/implicationsDespite deriving from an extensive analysis of the literature, the framework requires future empirical validation. Moreover, the relationship linking a supplier to its customer is unique, and hence, each supplier should carefully select a branding strategy depending on the specific situation.Practical implicationsThe suggested framework provides actionable insights to inform managers’ decisions about the most effective B2B strategy for their firm, based on the relational complexity (number of customers, intensity of co-production and co-creation, and dyadic vs multiple-actor view).Originality/valueThis is the first study to provide a comprehensive model of B2B branding strategies. Therefore, it contributes to both advance theoretical knowledge and managerial practice.

Sustainable Brand Personality Traits for Business-to-Business Markets

The impact of globalization and technological advancements on businesses is increasing, making innovation and differentiation essential for survival in competitive markets. Branding is a useful tool for business differentiation, which can be achieved by a strong brand personality. Sustainability, as a strategy integrated with branding, offers the opportunity to gain competitive advantage. Associating sustainability practices with brand personality and integrating them into the brand is important, especially for business-to-business (B2B) brands. However, research on B2B branding is still scarce. Drawing on the tenets of social identity theory, this chapter explains brand personality traits from a sustainability perspective for B2B brands. Based on a series of qualitative and quantitative studies, brand personality traits are identified for B2B markets concerning the environmental, social, and economic pillars of sustainability. This analysis will support B2B managers aiming to promote an image of sustainability for their brands in an increasingly competitive industrial market.