Abstract
Many business-to-business firms recognise that strong brands can be a valuable resource in today's competitive business environment. To realise the potential of B2B brands, effective communication of brand values is essential. In most B2B markets, the primary form of brand communication is through the sales force and their ability to adapt sales strategies and messages to accommodate customer interactions. There are gaps in the literature regarding the brand value communication process in the customer-salesperson dyad. We argue that successful B2B brand communication requires sales strategies that incorporate brand values appealing to the emotional and the rational concerns of organisational buyers. This paper examines the brand communication process in the salesperson-customer dyad and the extent to which adaptive selling based on a brand platform of rational and emotional brand values could better respond to buying centre members.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
