B2B brand marketing in Africa? An exploratory investigation of B2B buyers' perception of supplier brands

Anaza, Nwamaka A.; Kemp, Elyria; Osakwe, Christian Nedu; Adeola, Ogechi

doi:10.1016/j.indmarman.2022.12.011

Cited by 6 publications

(2 citation statements)

References 51 publications

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“…Brand preferences refer to customers' predispositions, biases and inclinations toward particular brands (Anaza et al, 2023). Brand preference is one of the top strengths and competitive edge for a brand, as customers choose a particular brand in the presence of alternatives (Raza et al, 2023).…”

Section: Brand Preferencementioning

confidence: 99%

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Hey brand, let me take a selfie to get you out of the crisis

Raza,

Khalid,

Raza

2023

JHTI

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PurposeThis study investigates the brand selfies that have the capability to help brands thrive through crises. The brand selfies spark a self-inferential process that makes customers feel connected to the brand and makes them biased toward a specific brand during an uncertain situation.Design/methodology/approachA total of 166 questionnaires were analyzed through structural equation modelling (Smart PLS) and a niche group of young millennials from Thailand was selected based on their luxury items usage, frequency of visits to leisure spas and hotels, expensive car showrooms, branded jewelry stores and luxury watch shops.FindingsThe study highlights the emergence of brand selfies during the crisis and the priority given by customers as compared to brand-generated content or promotional campaigns. The results indicated a positive influence of brand selfies on brand preferences directly and through the mediation of brand signature.Research limitations/implicationsIt is fascinating for brands that customers voluntarily include their products in their carefully crafted and staged selfies that deliver their image and massages as social signifiers during a chaotic situation.Originality/valueThe research classifies the impacts of brand selfies in the luxury, leisure and tourism market of Thailand and its assistance in thriving through crises. The study is one of the rare studies that present brand selfies as a hassle-free promotional tool for brand signature and a game-changing strategy to deal with crises.

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Section: Brand Preferencementioning

confidence: 99%

“…Brand preferences refer to customers' predispositions, biases and inclinations toward particular brands (Anaza et al. , 2023).…”

Section: Literature Reviewmentioning

confidence: 99%