Advanced search

B2B services branding in the logistics services industry

Adam J. Marquardt (Department of Marketing, Robins School of Business, University of Richmond, Richmond, Virginia, USA)
Susan L. Golicic (Department of Management, College of Business, Colorado State University, Fort Collins, Colorado, USA)
Donna F. Davis (Department of Marketing, Rawls College of Business, Texas Tech University, Lubbock, Texas, USA)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 22 February 2011

Abstract

Purpose

–

The purpose of this paper is to conduct an exploratory study of the branding of business‐to‐business (B2B) services, specifically examining the commodity‐like logistics services industry.

Design/methodology/approach

–

The paper is of a multiple‐methods research design.

Findings

–

Managers should first strive to develop compelling and differentiated value propositions associated with their B2B service brands. They should then invest in communicating their brands' value to internal and external audiences. Finally, they should commit resources to ensure consistent and favorable customer experiences with the brand. These three steps influence the strength of the brand, which comprises brand awareness and brand meaning.

Practical implications

–

B2B service firms in commodity‐like industries such as the logistics service industry cannot rely on differences in product attributes to develop brand meaning. Rather, they should focus on developing distinctive customer experiences with the brand by encouraging meaningful employee‐customer interactions. Such differentiated value propositions based on superior customer experiences build brand awareness and enhance the brand's meaning with current and prospective customers, thereby increasing brand equity.

Originality/value

–

Knowledge of branding practices in B2B service contexts is limited. This research addresses this knowledge gap.

Keywords

Citation

Marquardt, A., Golicic, S. and Davis, D. (2011), "B2B services branding in the logistics services industry", Journal of Services Marketing, Vol. 25 No. 1, pp. 47-57. https://doi.org/10.1108/08876041111107050

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
Rent from Deepdyve
If you would like to contact us about accessing this content, click the button and fill out the form.
Contact us

We’re listening — tell us what you think

Join us on our journey