B2B Branding Research Articles

Enhancing firm performance: The role of brand orientation in business-to-business marketing

Though business-to-business branding has received substantial attention from researchers, practitioners are slow to adopt brand orientations. This study highlights the role of brand orientation in translating managerial and organizational resources into superior brand performance. Specifically, this study extends the extant literature by (1) investigating the factors that influence whether managers adopt a brand orientation and (2) exploring the processes that allow B2B branding to influence brand performance. Using data collected from 166 Chinese industrial firms operating in a variety of industrial sectors, this study finds that both entrepreneurial orientation and marketing capability positively influence a firm's brand orientation and the brand orientation can influence a firm's brand performance both directly and indirectly by encouraging customer value co-creation activities.

The soft side of branding: leveraging emotional intelligence

PurposeThe purpose of this paper is to support the need for further research and theory building on emotions in business-to-business (B2B) industries. Specifically, this research conceptualizes emotional intelligence (EI) as an alternative to building brand equity for B2B companies beyond name recognition, product quality and catchy slogans. Additionally, the authors closely analyze social media content marketing by B2Bs as a channel through which to exercise EI with the goal of enhancing brand image and growing brand equity.Design/methodology/approachThis study takes a conceptual approach, building on current literature to develop a model of functional and emotional paths to B2B brand equity. The study uses content analysis methodology to examine 11 “best in class” B2B companies recognized for their social media content marketing. The analysis reveals the level to which each company demonstrates the collective EI of the firm through content marketing.FindingsEI is a learned skill that can be an essential behavioral asset. In addition to hard skills such as product development and process refinement, leveraging a firm’s soft skills and collective EI is also a viable route to increasing brand equity. Additionally, B2B companies that are considered the best at content marketing demonstrate EI through their online communication strategies.Research limitations/implicationsThis research reveals another avenue through which B2B firms to increase brand equity, but there is a need to empirically validate the model and connections made in this paper.Practical implicationsLeveraging EI in B2B firms through content marketing is a source of or key driver of competitive advantage and increased brand equity.Originality/valueBy providing the history and importance of EI, and by connecting existing knowledge of B2B communications to concepts of improving brand equity, this study offers a unique, extended framework that urges further research to expand this field.

Evaluating Salesman’s Personality Attributes in B2B Branding Context: The Case of Mobile-Communication Company of Iran

This study aims to review B2B branding literature and investigate how to promote brand equity by salesman’s personality attributes in B2B domain. By providing this knowledge, salesman’s personality attributes for promoting of B2B brand equity can be evaluated for the case. In this regard three questions were designed: What is the concept of B2B branding? What personality attributes of the salesman are important in order to promote of B2B brand equity? In which attributes, MCI’s salesmen should concentrate in order to improvement? So, literature was reviewed in order to understand B2B branding concept and find a model of effective attributes of the salesman. Based on the model a quantitative study was conducted through sending a questionnaire to employees of some enterprise that are in business relationship with MCI. Importance-Performance Analysis (IPA) method shows MCI should concentrate on customer orientation and also arrangement skills of its salesmen. Although the concept of B2B brand equity and model of prerequisites for promoting it, is available in the literature, but there is no research related to evaluation a firm based on measuring desired performance in each prerequisite factor. In this study the performance of salesman’s personality factor has been evaluated for the case. It should be mentioned that extract patterns and clusters from the presented data in IPA model is an innovative method by the authors.

How employees engage with B2B brands on social media: Word choice and verbal tone

Marketing scholars and practitioners are keenly interested in brand engagement in social media because brand engagement has strong links to brand equity. However, much of the marketing literature focuses on customer brand engagement and often in a consumer market setting. This paper advances this literature in two ways by (1) focusing on employees, not customers, as important stakeholders who frequently engage with brands on social media, and by (2) observing brand engagement in a business-to-business context. We develop a conceptual framework based on a theory of word choice and verbal tone to understand the content of engagement observations (i.e., reviews) that breaks into five content dimensions—activity, optimism, certainty, realism, commonality—and four calculated dimensions—insistence, embellishment, variety, and complexity. Then, we examine over 6300 job reviews authored by employees of B2B firms to explore the differences in the way employees engage with both highly-ranked, and -rated brands versus low-ranked and -rated brands. We find that there are significant differences in nearly all the theoretical dimensions, yet the effect sizes are much larger between high versus low review ratings compared to high versus low B2B brand ranking. We close with some important managerial implications and future research directions.

The determinants of franchise brand loyalty in B2B markets: An emerging market perspective

Brand loyalty remains a salient measure of brand success in business-to-business (B2B) markets, yet the drivers of B2B brand loyalty vary from one context to another. While global franchising is accepted as a major entry mode into emerging markets, limited research has focused on the drivers of franchise brand loyalty in emerging markets. This study advances a nomological network model of the determinants of franchise brand loyalty in an emerging market. The hypotheses were tested from the franchisees' perspective using survey data from Indian franchises. The respondents were selected using stratified random sampling based on geographic location and industry type. The findings indicated that perceived franchisor competence and the level of information sharing play key roles in influencing franchisees' emotional brand attachment and perceived relationship value, which in turn enhance brand loyalty. Theoretical and practical implications as well as future research directions are discussed.

Experiential sponsorship activation at a sports mega-event: the case of Cisco at London 2012

PurposeThe purpose of this paper is to explore the application of event design principles in the creation and execution of effective experiential sponsorship activations (ESAs) by B2B brands and examine the challenges posed by the sponsorship context to sponsors seeking to create ESAs, with proposed potential solutions.Design/methodology/approachA case study of Cisco’s ESA activities as part of its London 2012 Olympic and Paralympic Games sponsorship activation is developed, drawing on interviews with key Cisco employees and secondary sources of data, both internal and external to Cisco.FindingsBlending the event design principles typically associated with B2B events with those more commonly found in corporate hospitality or B2C events enables sponsors to address the cognitive needs of attendees as business representatives, while also satisfying their needs as individuals seeking more sensorial experiences. Effective use of event design principles, creative marketing and promotion, and collaboration with other sponsors allow brands to overcome constraints placed on them by the unpredictable nature of sponsorship, sponsorship rights agreements and the increased clutter in the sponsorship environment.Research limitations/implicationsExisting knowledge on sponsorship activation is extended, drawing on principles of event design to offer a sponsor-focused perspective on the creation and execution of effective ESAs for B2B brands. Existing thinking around B2B event design is challenged and augmented when considering its application to ESA design.Practical implicationsInter-sponsor collaboration and the blending of cognitive and sensorial elements of event design are important for sponsors seeking to create and deliver effective ESAs.Originality/valueThe paper draws on the event design literature to appraise the execution of ESA by B2B brands within the context of event sponsorship.

The strategic hybrid orientation and brand performance of B2B SMEs

PurposeThe purpose of this paper is to learn how strategic hybrid orientation – constructed from brand and market orientations – is related to the brand awareness, brand credibility, and financial performance of business-to-business (B2B) small- and medium-sized enterprises (SMEs).Design/methodology/approachThe questionnaire was used in a survey to collect data from 250 Finnish B2B SMEs. The sampled firms were categorized into four clusters according to a two-by-two matrix, and their relationships with the brand performance outcomes were examined using one-way ANOVA and multiple regression.FindingsThe results indicate that strategic hybrid orientation is positively related to all three dimensions of brand performance, showing that two dissimilar orientations can complement each other in improving brand performance outcomes. However, the strength of complementary interaction seems to vary depending on the degree to which brand- and market-oriented attributes dominate in a firm’s strategy.Originality/valueThis is one of the first studies to provide empirical evidence to support the concept of strategic hybrid orientation for branding in B2B SMEs. This study aims to contribute to existing research on SME branding by capitalizing on B2B branding and strategic management literatures.

The effects of goods-related and service-related B2B brand images on customer loyalty

PurposePrevious research has shown that business-to-business (B2B) brand image has positive effects on customer loyalty. However, the results have been inconsistent because they have highlighted that B2B brand image has either direct or mediated effects on loyalty. Drawing on the framework of service transition, this study aims to develop and test a model that reconciles previous findings. This model suggests that goods-related and service-related B2B brand images coexist in customers’ perceptions and impact customer loyalty in different ways.Design/methodology/approachA model was developed and estimated using covariance-based structural equation modeling. The data used in the analysis were collected through a survey in the Italian health-care industry, focusing on the relationship between hearing aid manufacturers and audiologists.FindingsBoth goods-related and service-related B2B brand images have positive effects on loyalty. However, while the effects of goods-related image on loyalty are fully mediated by satisfaction, service-related image has both direct and mediated effects on loyalty.Research limitations/implicationsThis study reconciles previous work arguing that B2B brand image has either direct or mediated effects on loyalty by focusing on the transition from a goods-oriented logic for branding to service branding. In particular, the analysis focuses on the role of the brand in the co-creation process, suggesting that a service-related brand image reflects the value unfolding over time through co-created experiences. However, additional research needs to be conducted in other industries before the results can be generalized.Practical implicationsThe findings provide managers with insights for the co-creation of their B2B brand images. In particular, the results urge managers to integrate the traditional goods-oriented approach to branding with service branding, showing that enriching B2B brand image with service-related aspects will have a direct and positive effect on loyalty. However, brand image cannot be created or changed unilaterally by the firm as it is determined by the customer based on co-creation experiences.Originality/valueThis is the first study to explicitly and separately consider the effects of goods-related and service-related aspects of B2B brand image on loyalty. It also is one of the first studies to apply service logic to B2B branding issues.

Does ingredient advertising work? Some evidence on its impact

Purpose The purpose of this study is to examine the effectiveness of ingredient advertising. Specifically, the authors consider the question as to whether ingredient advertising can increase derived demand and favorably influence purchase intentions and attitudes toward the host product that incorporates the advertised B2B ingredient. Design/methodology/approach They conduct experiments in two host product categories using a three-group, between-subjects experimental design. Findings The findings of the study are revealing about the impact of ingredient advertising on the demand for host products, in which the advertised ingredients are incorporated. It is demonstrated that consumer advertising positively affects the attitude and purchase intention toward the host brand that incorporates the advertised industrial product. It is also found that the higher the importance of the advertised ingredient as an attribute of the host product, the greater the advertising effects on the consumer brand. Practical implications The findings imply that ingredient advertising can help marketers to stimulate derived demand in the sense that it makes consumer brands incorporating the advertised industrial product more attractive to consumers. The positive influence of ingredient advertisements is greater for industrial products that are perceived by consumers as very important ingredients of the final product as consumers are more prone to search for and process ingredient-related information and are also more likely to respond to it. Originality/value Despite the implementation of ingredient advertising campaigns by many B2B brands and the vast literature on conventional B2C advertising, there has been no previous attempt to investigate this issue in the empirical literature. This empirical study shows how ingredient advertising works and how it can benefit both buyers and suppliers of the advertised B2B products.

A qualitative inquiry into customers' perspectives on branding and the role of digital technologies in B2B: A case study of Panasonic

Branding is a well-researched notion in the B2C environment but a concept unexplored in the B2B context. Conceptually, similar to B2C organisations digital communication via digital tools and devices allows B2B organisations experiencing benefits of exposing their brands to a wider audience. In reality questions of whether branding is purposeful in the B2B context and what role digital technologies play in the B2B branding remain open. This study explores branding in the B2B context using Panasonic as a case study, to consider the value of B2B branding from the B2B customer (buyer) perspective. Results indicate that B2B branding is of importance in the B2B context, in particular for an organisation such as Panasonic where reputation is a driving force of attracting new B2B customers and nurturing long-terms relationships with existing B2B customers. Moreover, this study concludes that whilst use of digital technologies enables portraying brand perceptions about Panasonic, digital technologies are yet to be fully embraced for the purpose of branding in the B2B context.

Determinants of brand relevance in a B2B service purchasing context

Purpose – Brands have traditionally been regarded as a key asset and a source of competitive advantage in purchasing decisions, as customers are expected to prefer stronger brands to minimize risks. However, the role of brands in business markets is unclear and underresearched. The purpose of this study is to analyze the relevance of brands in a business-to-business (B2B) purchase setting and their key determinants. Design Methodology/approach – A research model was developed to explain brand relevance when compared with other decision factors in a B2B context. Based on the frameworks developed by Zablah et al. (2010) and Mudambi (2002), the model considers the purchase situation, decision-maker characteristics and firm size as determinants of brand relevance in the decision-making process. One of the most prominent Portuguese construction groups, which comprised three companies, was chosen for the sample of this study. Data were collected through a self-administered, online, cross-sectional survey, resulting in a convenience sample of 87 decision-makers. Findings – Findings suggest that attributes related with brands matter even in B2B rational decision-making processes. However, brands are not important to all organizational buyers or in all situations. Different purchase situations and decision-maker characteristics proved to have an impact on brand relevance, namely, brand reputation, prior purchases and brand awareness. Only firm size was not confirmed as a determinant of brand relevance in the B2B purchasing process. Originality/value – B2B brand research is scarce, especially for industrial services. By investigating the determinants of brand relevance in a B2B purchasing context, namely, in a construction services setting, this study contributes to bridging this literature gap. Moreover, the few studies on the subject have been largely descriptive in nature and managerially oriented, while this investigation emphasizes hypothesis testing through a proposed research framework. Also, in managerial terms, identifying determinants of the importance given to brands by organizational buyers is critical in deciding when investment in brand development is more likely to payoff.

Multiple stakeholders and B2B branding in emerging markets

Purpose The main purpose of this study is to investigate perceptions about and contributing activities to business-to-business (B2B) brand value by corporate managers and local stakeholders in the context of emerging markets. Design/methodology/approach The case study examines brand strategies of a multinational company in the high-tech industry. By using NVIVO, this research analyses the brand narratives by corporate managers of Axis Communications in Sweden and local stakeholders in Russia, Brazil and India. The study evaluates perceptions about brand value and contributing activities emphasized by corporate managers, local managers, local partners and local end-customers. Findings The findings demonstrate that corporate managers underutilize contributing activities by local managers and other local stakeholders, despite these activities being central to enhancing brand value. This research provides insights into how corporate and local managers can develop successful brand strategies in emerging markets. Consequently, a general typology of contributing activities to B2B brand value by local stakeholders is proposed. Originality/value The company-centred approach to B2B branding stresses the importance of unique components of brand value and their consistent communication to multiple stakeholders. Prior studies provide limited evidence on how various stakeholders perceive brand value and enhance it through their contributing activities. Following the stakeholder-encompassing approach, this study advances branding research by examining perceptions about and contributing activities to B2B brand value by corporate managers and local stakeholders in a cross-cultural setting. Future studies are recommended to apply a stakeholder-encompassing approach in developed and transition economies and considering other relevant groups of stakeholders.

Advancing theory and knowledge in the business-to-business branding literature

This study investigates the intellectual structure, development, and evolution of business-to business (B2B) branding research by undertaking a bibliometric analysis of scholarly articles on B2B branding over the 43-year period from 1972 to 2015. The analysis covers 169 scholarly articles by 395 authors and 10,270 citations from 33 academic journals in which B2B branding articles appeared. By identifying and evaluating the underlying structure and evolution of scholarly research in B2B branding, this study provides an exhaustive review of this discipline as well as a baseline on which future researchers in the field can build a sound theoretical foundation. The bibliometric analysis results reveal the most cited articles, keywords, authors, institutions, and countries in B2B branding discipline. Further, the study identifies major areas of B2B branding research. The study closes with implications of findings and a report on emerging trends as well as directions for future research.

B2B branding in emerging markets: A sustainability perspective

B2B companies, especially in emerging markets, operate in socio-economically and ecologically vulnerable areas. We develop a conceptual model for how they can leverage sustainability to build their corporate reputation and reap both social and financial rewards. In doing so companies change their orientation from being market, customer or even shareholder driven and transcend to being stakeholder driven. To demonstrate this we examine seven case studies of select industrial companies in emerging markets that have adopted the triple bottom line approach. Based on this we recommend a research agenda for B2B brand building on a sustainability marketing platform in emerging markets.

Industrial branding in the digital age

Purpose – The purpose of this paper is to describe the overall branding logic of an international industrial company operating in the renewable energy industry and to respond to calls for empirical research on how to build a business-to-business (B2B) brand in the digital age and how digital media can be used for branding. A digital branding model is also developed. Design/methodology/approach – A single case study of a company at the forefront of digital media usage is used to develop the model. The main data come from semi-structured theme interviews and from content analysis of the channels used to create a brand on the Internet. Findings – In the digital age, firms seem to benefit from having a strong market orientation and a holistic branding approach with robust integration of their different functions. Branding in the digital age not only requires strong internal communication and consistent external communication, but also positioning of the brand in topical conversations. For an industrial organization, becoming an opinion leader is a strategy well-suited to branding and can be supported by creating relevant content subsequently delivered through various social media channels. Research limitations/implications – The results of this study are based on a single case study and hence are not generalizable. Originality/value – This study is among the first to respond to the calls for empirical research on industrial brand management in the digital age and contributes to the emerging B2B branding and branding on digital age literature.

Building industrial brand equity by leveraging firm capabilities and co-creating value with customers

Few studies have examined potential impacts of firm's capabilities upon industrial brand equity, and it remains unclear how value co-creation exerts an effect in the capabilities–branding link. This paper reports the findings of an empirical study conducted among 212 Chinese firms regarding the roles of firm's capabilities in value co-creation, customer value and brand equity development in B2B environment. The result indicates that marketing capability and networking capability build up brand equity both directly and indirectly via value co-creation and customer value, while innovation capability positively impacts brand equity indirectly by facilitating value co-creation and improving customer value. The study contributes to literature of industrial branding and value co-creation by probing into capabilities as their determinants. The findings provide managerial implications for building B2B brand equity by leveraging firm's capabilities and co-creating value with customers.

The impact of entrepreneurial orientation on B2B branding and business growth in emerging markets

This study examines the relation between entrepreneurial orientation and brand orientation in industrial small and medium-sized enterprises (SMEs) and the extent to which the two contribute to business growth in emerging markets. The authors develop and empirically test a structural model using data collected from Hungary, a country that has undergone a political and economic transition during the past two decades since the fall of the iron curtain. The results show that entrepreneurial orientation has a positive effect on business growth in emerging markets, whereas brand orientation has an adverse effect. Furthermore, the study examines whether there are differences (1) between B2B firms and B2C firms operating in emerging markets and (2) between B2B firms operating in emerging markets (Hungary) and in developed markets (Finland). The results from comparative analyses suggest that while B2B firms and B2C firms do not differ significantly from each other, there are notable differences between emerging markets and developed markets. Specifically, the study finds that although brand orientation does not contribute to business growth in Hungarian B2B firms, it has a positive effect on growth in B2B firms operating in Finland.

Reimagining branding for the new B2B digital marketplace

As digital technology is increasingly used to facilitate the business-to-business (B2B) buying process, the role of the salesperson in B2B branding appears to be diminishing. Instead of leading sales, marketing and branding conversations, the field sales force now commonly respond to a customer who has used digital technology to replace the information-providing role he or she formerly provided. This paper reviews the literature in B2B branding and suggests a radically different B2B marketing and branding framework to understand and manage the emerging buyer–seller relationships and the issues they raise. Recommendations for the new B2B interactive marketplace are made along with discussions on the reconceptualisation of what B2B brands and branding mean in this new age. A comprehensive research agenda for B2B branding is proposed to meet the challenges of this new marketplace.

Applicability of Keller’s brand equity model in the B2B chemical market

A B2B (business-to-business) brand is a distinctive identity that differentiates a relevant, enduring and credible promise of value associated with a product, service or organisation, as well as indicating the source of that promise. The concept of B2B brand equity is one of the most intriguing concepts connected to B2B brands. Although there have been some attempts to conceptualise and measure B2B brand equity in the literature, in practice no consensus about the concept has been reached so far. Unlike previous studies, this study examines the applicability of Keller’s brand equity model in a specific industry and market – the B2B chemical market. For that purpose, a series of semi-structured face-to-face interviews were conducted with buyers of specific industrial chemical products in the South and Eastern European B2B chemical market. The results show that the Keller’s brand equity model can be applicable in the B2B chemical market, however, the six brand building blocks – salience, performance, imagery, judgements, feelings and resonance – as well as subdimensions that assemble the blocks, need arrangements in different ways in order to meet the logic of the B2B marketing philosophy. As a result, the respondents perceive corporate brands to be more important than product brands. They also point to the significance of the relationship with sales representatives in building brand equity. At the top block of the pyramid respondents set partnership relations, and cooperation in developing solutions oriented towards improvement of customers’ production processes.

Drivers of B2B Brand Strength — Insights from an International Study Across Industries

This study analyzes the effect of brand associations and marketing-mix instrument perceptions on brand strength for B2B firms. Although B2B brands may contribute substantially to firm profit, only little research has been directed at them. We close this research gap by analyzing a unique data set that spans across three countries and seven industries. We find that the brand-associations ‘sustainability and corporate governance” as well as ‘innovation and expertise” drive brand strength in B2B markets across all countries and industries. For marketing-mix instruments, product and distribution perceptions shape brand strength. However, the effects of marketing-mix instrument perceptions vary by industry and country.