To invest, or not to invest, in brands? Drivers of brand relevance in B2B markets

Backhaus, Klaus; Steiner, Michael; Lügger, Kai

doi:10.1016/j.indmarman.2011.09.002

Cited by 74 publications

(58 citation statements)

References 77 publications

(105 reference statements)

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“…For example, Blombäck and Axelsson (2007, p. 423) concluded that corporate image and reputation may function as a "catalyst for choice", especially in the early stages when the selection set is formed. Corporate image is, thus, assumed to have an impact on customers' choice of a company when services attributes are difficult to evaluate (Srivastava and Sharma, 2013), by helping decision-makers to reduce the perceived risk of the purchase and information search costs (Backhaus et al, 2011). 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.…”

Section: The Relevance Of Brands In the B2b Purchasing Processmentioning

confidence: 99%

“…Among other determinants, brands can influence B2B purchasing decisions (Backhaus et al, 2011). From the producer's point of view, a strong brand generates demand, allows companies to practice premium prices, increases power in distribution networks and positively impacts perceived quality, satisfaction and loyalty, among other benefits (Low and Blois, 2002;McQuiston, 2004;Ohnemus, 2009;Glynn, 2012).…”

Section: Determinants Of Brand Relevance In B2b Purchasingmentioning

confidence: 99%

“…Also, the more complex the purchase situation (problem, people, information and time involved), the more valuable a strong brand becomes (Bendixen et al, 2004;Webster and Keller, 2004). Similarly, as the degree of uncertainty and risk increases, the relevance of brands may increase (Bengtsson and Servais, 2005;Backhaus et al, 2011) as a decision heuristic. For instance, Brown et al (2012) and Zablah et al (2010) investigated when brands are more likely to influence organizational buying decisions by focusing on a modified re-buy situation.…”

Section: Purchase Situationmentioning

confidence: 99%

“…The heightened level of involvement and importance surrounding a purchase is a factor directly related to organizational and buyer brand sensitivity (Brown et al, 2007;Backhaus et al, 2011). Mudambi (2002) related different purchase situations to branding "receptiveness" of industrial buyers, finding three clusters.…”

Section: Purchase Situationmentioning

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: Determinants Of Brand Relevance In B2b Purchasingmentioning

confidence: 99%

Section: Purchase Situationmentioning

confidence: 99%

Section: Purchase Situationmentioning

confidence: 99%

See 2 more Smart Citations

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 significance of enhancing brand equity for company's success is well documented in the marketing literature (e.g., Backhaus, Steiner, & Lügger, 2011). Branding studies have demonstrated that brand equity is an important concern for business customers in their purchase decision processes.…”

Section: Introductionmentioning

confidence: 99%

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

Zhang

Jiang

Shabbir

et al. 2015

Industrial Marketing Management

120

133

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B2B: A Paradigm Shift from Economic Exchange to Behavioral Theory: A Quest for Better Explanations and Predictions

LaPlaca¹,

Silva

2016

Psychology and Marketing

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The development of industrial marketing theory has been largely characterized by descriptive approaches in the scrutiny of B2B marketing phenomena. In its pursuit for scientific legitimacy and credibility to academics and practitioners alike, research into B2B relationships as a subject of scientific enquiry will need to seriously engage into what can be termed a true paradigm shift, one that advances discovery in this area from sheer descriptive analysis and reporting to the development of explanatory schemata and theoretical frameworks of a kind that allow for more accurate prediction of underlying B2B phenomena. In doing so, theoreticians and practitioners alike will be better equipped to understand both current and emerging issues at hand as well as their implications to organizations across any geography, cultural context, or business situation. Should this be attained with some degree of success, it will mean a reduction in ambiguity accruing to the decision making of individuals in organizations, and thus a significant contribution to the overriding objective of corporate strategic planning and correspondent resource allocation.

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To invest, or not to invest, in brands? Drivers of brand relevance in B2B markets

Cited by 74 publications

References 77 publications

Determinants of brand relevance in a B2B service purchasing context

Determinants of brand relevance in a B2B service purchasing context

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

B2B: A Paradigm Shift from Economic Exchange to Behavioral Theory: A Quest for Better Explanations and Predictions

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