Business‐to‐Business Branding: A Review and Assessment of the Impact of Non‐Attribute‐Based Brand Beliefs on Buyer's Attitudinal Loyalty

Abstract

Business‐to‐business branding has received increasing attention from researchers in the last few years. Nonetheless, there is no agreement on the relative contribution of a brand versus an offering's functional attributes to the industrial buyer's preferences. Drawing on models from the business‐to‐consumer context, this paper demonstrates that non‐attribute‒based brand beliefs are predictors of hedonic outcomes as measured by industrial buyers' attitudinal loyalty, while attribute‐based brand beliefs are not. Moreover, the moderating role of the buyer's level of knowledge for the value‐generating process is identified, suggesting that the impact of non‐attribute‒based brand beliefs on attitudinal loyalty is greater for buyers with a low level of knowledge. Copyright © 2012 ASAC. Published by John Wiley & Sons, Ltd.

Pengaruh Perceived Brand Quality, Perceived Value Dan Switching Cost Terhadap Customer Satisfaction Dan Brand Loyalty: Studi Pasar Industri Kimia Di Indonesia

“…Studi mengenai B2B industrial branding relatif sangat kurang dibandingkan dengan B2B consumer goods branding (Leek & Christodoulides, 2011, p.830). Dengan berkembangnya globalisasi dan semakin ketatnya persaingan bisnis, serta terjadinya komoditisasi produk, maka peran pengembangan brand sebagai salah satu strategi faktor pembeda terhadap produk sejenis menjadi relevan dan penting (Alexander, Bick, Abratt, & Bendixen, 2009;Cassia & Magno, 2012). Selain itu, penelitian terdahulu lebih terfokus pada tangible product, dibandingkan dengan intangible value seperti brand (Rosenbröijer, 2001).…”

The model development of industrial brand loyalty: Assessing the rational and emotional aspects as antecedents of loyalty

“…Basically, in B2B relationships, psychological and social benefits are generated through personal associations, while other emotional aspects get involved in the process (Samudro et al, 2019;Selnes & Sallis, 2003;Sweeney & Webb, 2007;Sweeney & Webb, 2002). In the past studies, scholars analyzed and evaluated brands by separating emotional aspects and rational aspects (Cassia & Magno, 2012;Elsäßer & Wirtz, 2017;Jensen & Klastrup, 2008;Kuhn et al, 2008). This study evaluates brands based on emotional aspects and rational aspects from the customer's standpoint.…”

“…This paper aims to develop and explore a brand loyalty model with two major aspects as the basis of customer evaluation, which is rational and emotional dimensions. Research needs to identify how industrial buyers perceive branding and the importance of functional and emotional attributes that will enable marketers to convey an appropriate message (Leek & Christodoulides, 2011, p. 835); Authors refer to the few past studies to reveal the separation analysis of rational and emotional constructs (Cassia & Magno, 2012;Elsäßer & Wirtz, 2017;Jensen & Klastrup, 2008;Kuhn et al, 2008) and integrate the model with another success factor as price perception. Therefore, the model is analyzed with the basis of rational and emotional aspects and perceived value.…”

Research on the involvement of residents and tourists in protecting the local brand as a sustainable destination

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Research background. Specialists show a decrease in awareness of the issues of sustainability of tourism activities among various stakeholders [1], followed by arguments [2], and irresponsible practices of visitors.Local key actors could be the main interdependent factors in solving [3] these issues that characterize sustainable tourism through the emergence of the phenomenon of digitalization and high popularization of social networks.Digital communication networks have left their mark on the impact that brand tourism -considered as local tourist destinations, has on the behavior of residents and tourists [5], [6].In this research we aim to evaluate the various advantages that sustainable tourism can have due to digital media in the Pietroasele area, Buzau County, Romania.Purpose of the article. In this research we aim to evaluate the various advantages that sustainable tourism can have due to digital media in the Pietroasele area, Buzau County, Romania.

Methods.

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