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A framework to manage business-to-business branding strategies

Fabio Cassia (Department of Business Administration, University of Verona, Verona, Italy)
Francesca Magno (Department of Management, Economics and Quantitative Methods, University of Bergamo, Bergamo, Italy)

EuroMed Journal of Business

ISSN: 1450-2194

Article publication date: 19 June 2019

Issue publication date: 10 July 2019




In the past decades, a growing body of studies has assessed the importance of brands in business-to-business (B2B) markets. However, until date, a comprehensive understanding of B2B branding strategies is lacking. Hence, the purpose of this paper is to develop a framework to select and manage B2B branding strategies.


This study’s arguments are developed in line with MacInnis’s (2011) guidelines on conceptual contributions in marketing.


As a result of the arguments of this study, a framework is developed to identify the relationships between the types of B2B contexts and effective B2B branding strategies.

Research limitations/implications

Despite deriving from an extensive analysis of the literature, the framework requires future empirical validation. Moreover, the relationship linking a supplier to its customer is unique, and hence, each supplier should carefully select a branding strategy depending on the specific situation.

Practical implications

The suggested framework provides actionable insights to inform managers’ decisions about the most effective B2B strategy for their firm, based on the relational complexity (number of customers, intensity of co-production and co-creation, and dyadic vs multiple-actor view).


This is the first study to provide a comprehensive model of B2B branding strategies. Therefore, it contributes to both advance theoretical knowledge and managerial practice.



Cassia, F. and Magno, F. (2019), "A framework to manage business-to-business branding strategies", EuroMed Journal of Business, Vol. 14 No. 2, pp. 110-122.



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