A framework of brand value in B2B markets: The contributing role of functional and emotional components

Leek, Sheena; Christodoulides, George

doi:10.1016/j.indmarman.2011.11.009

Cited by 167 publications

(203 citation statements)

References 48 publications

(101 reference statements)

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“…Above all, the positive images that strong brands establish in the consumer's mind are difficult to imitate, resulting in competitive advantages (Davis et al, 2008;Campbell et al, 2010). Thus, brand image and brand reputation evoke confidence and positive feelings that motivate purchase (Mudambi et al, 1997;Bendixen et al, 2004;Leek and Christodoulides, 2012). …”

Section: The Relevance Of Brands In the B2b Purchasing Processmentioning

confidence: 99%

“…Also, B2B buyers are often looking for a partner for future cooperation, and the ability to display a trustworthy corporate brand image plays a critical role in the B2B decision-making process. Consequently, the identification of factors that influence relative brand importance in the decision-making process is critical to the development of effective B2B brand strategies (Zablah et al, 2010) and is a question the research agenda needs to address (Leek and Christodoulides, 2012).…”

Section: The Relevance Of Brands In the B2b Purchasing Processmentioning

confidence: 99%

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Determinants of brand relevance in a B2B service purchasing context

Gomes

Fernandes

Brandão

2016

Journal of Business &Amp; Industrial Marketing

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. Determinants of brand relevance in a B2Bservice purchasing context Mariana Gomes, Teresa Fernandes and Amélia BrandãoFaculty of Economics, University of Porto, Porto, Portugal Abstract 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 te...

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Section: The Relevance Of Brands In the B2b Purchasing Processmentioning

confidence: 99%

Section: The Relevance Of Brands In the B2b Purchasing Processmentioning

confidence: 99%

Determinants of brand relevance in a B2B service purchasing context

Gomes

Fernandes

Brandão

2016

Journal of Business &Amp; Industrial Marketing

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“…The importance of these benefits in B2B branding is subject to controversy. Whereas some findings stress the rational aspect of B2B buyers, excluding the role of symbolic imagery (Kuhn et al, 2008), other studies report the role of emotional aspects of B2B brands for the buyers (Leek & Christodoulides, 2012;Lynch & de Chernatony, 2004). Franchisees are not standard B2B buyers.…”

Section: Direct Sources Of Fbbementioning

confidence: 93%

“…Franchisees experience a wide variety of symbolic benefits, ranging from the static description of the brand through personality traits and country stereotypes to the more relationally oriented self-expressive function of the brand. This strong emphasis on symbolic imagery and benefits contrasts with the less assertive and more controversial results on the role of symbolic and emotional qualities in business contexts (Bendixen et al, 2004;Kuhn et al, 2008;Leek & Christodoulides, 2012;Mudambi, Doyle & Wong, 1997 The empirical study also allows revising and adding more precision to the indirect sources of FBBE in the initial framework. As in other B2B contexts (Leek & Christodoulides, 2011), the franchise brand acts as a relationship facilitator not only between the seller (i.e.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

Conceptualizing Franchisee-based Brand Equity - A Framework of the Sources and Outcomes of the Brand’s Added Value for Franchisees

Ghantous¹,

Jaolis²

2012

IBR

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Alongside business practices, the franchisor's brand is one of the two basic constituents of the franchise package that the franchisees buy into, and one of the major resources that franchisees seek when engaging in a franchise agreement. This paper addresses the value added by the brand to the franchise package from the franchisees' perspective by considering (a) the sources of this added value and (b) its impact on franchisees' intentions and behaviors. Based on previous literature on how brands generate value for consumers and firms, we first extend the concept of brand equity to franchising and propose a theoretical framework of the sources and outcomes of franchisee-based brand equity. We then explore franchisees' perspective on the brand's added value by conducting sixteen interviews with franchisees in France. The interviews combined with previous literature reveal that franchisees consider that the brand adds value directly by offering them functional, symbolic, experiential, economic and relational benefits, as well as indirectly by driving positive responses from consumers, employees and financial partners toward the branded franchised unit. Surprisingly, the symbolic benefits emerge as the strongest direct benefits. In turn, this added value attracts franchisees to enter the network, motivates their intention to continue in the franchise relationship and acts as a palliative for organizational problems encountered by franchisees. These findings indicate that franchisors should strongly integrate the brand in their value proposition in order to drive positive responses from their potential and current franchisees.

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“…Thus, a strong brand is one which has developed relationship with internal and external actors using the scholarship of strategic management (e.g. brand orientation) (Hadjikhani & LaPlaca, 2013;Leek & Christodoulides, 2012).Earlier article has taken brand orientation as internal anchorage (Baumgarth, 2010).…”

Section: Brand Orientation In B2b Sectormentioning

confidence: 99%

Clarifying the Brand Orientation Construct for Business-to-Business Sector

Anees-ur-Rehman¹

2014

IJBM

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Purpose of this conceptual article is to clarify scope and propose model of brand orientation in business-to-business (B2B) sector. Brand orientation was first introduced by Urde (1994). To author's knowledge, Baumgarth (2010) is the only article to propose and empirically test brand orientation construct in B2B context in nearly 20 years. No other study offers explanation to conceptualize brand orientation for industrial supplier's perspective. This article addresses following questions. How brand orientation is relevant in B2B sector? And how brand orientation can be conceived and operationalized by industrial supplier in B2B sector? It extensively reviews the brand orientation, industrial marketing and strategic management literature to uncover elements of brand orientation in industrial context. Model has three interdependent levels (mindset, management and performance), and each level is embedded into internal and external environment of industrial supplier.

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A framework of brand value in B2B markets: The contributing role of functional and emotional components

Cited by 167 publications

References 48 publications

Determinants of brand relevance in a B2B service purchasing context

Determinants of brand relevance in a B2B service purchasing context

Conceptualizing Franchisee-based Brand Equity - A Framework of the Sources and Outcomes of the Brand’s Added Value for Franchisees

Clarifying the Brand Orientation Construct for Business-to-Business Sector

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