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Book part
Publication date: 11 June 2009

Mark S. Glynn and Arch G. Woodside

The research and the authors spotlighted in this book represent a series of recent exciting developments in the topic of business-to-business (B2B) branding. The papers in…

Abstract

The research and the authors spotlighted in this book represent a series of recent exciting developments in the topic of business-to-business (B2B) branding. The papers in this book enhance our understanding of practice in this important facet of the marketing discipline. Furthermore, each author presents areas for future research and important managerial implications. The papers in this book cover a broad spectrum of industries and continents as well as both product and service offerings. The papers address a wide range of B2B applications including resellers, retailers, logistics service providers, subcontractors, hairdressing services, and a producer of high-tech materials. In addition, two papers address branding in B2B markets and pricing more generally. These papers provide details of the research background, methodology, analysis of each study. The topic coverage of this volume is extensive as the following list shows: (1) Building a Strong B2B Brand; (2) Building a Strong Brand to Resellers; (3) B2B Brand Equity: Theory, Measurement, and Strategy; (4) Effective Strategies for B2B Service Brands; (5) Brand Meaning and its Impact in Subcontractor Contexts; (6) Brand Image, Corporate Reputation, and Customer Value; (7) Internal Branding Theory, Research, and Practice; (8) Pricing Theory and Strategy Applications in B2B Brand Management.

Collectively these papers address most aspects of the marketing mix for B2B and industrial marketers. Each of the papers provides valuable brand management insights for managers.

Details

Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises
Type: Book
ISBN: 978-1-84855-671-3

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-726-1

Open Access
Article
Publication date: 12 May 2021

Donna Smith, Jenna Jacobson and Janice L. Rudkowski

The practice of frontline employees articulating their brand voice and posting work-related content on social media has emerged; however, employee brand equity (EBE…

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3239

Abstract

Purpose

The practice of frontline employees articulating their brand voice and posting work-related content on social media has emerged; however, employee brand equity (EBE) research has yet to be linked to employees’ social media activity. This paper aims to take a methods-based approach to better understand employees’ roles as influencers. As such, its objective is to operationalize and apply the three EBE dimensions – brand consistent behavior, brand endorsement and brand allegiance – using Instagram data.

Design/methodology/approach

This qualitative research uses a case study of employee influencers at SoulCycle, a leading North American fitness company and examines 100 Instagram images and 100 captions from these influential employees to assess the three EBE dimensions.

Findings

Brand consistent behavior (what employees do) was the most important EBE dimension indicating that employees’ social media activities align with their employer’s values. Brand allegiance (what employees intend to do in the future) whereby employees self-identify with their employer on social media, followed. Brand endorsement (what employees say) was the least influential of the three EBE dimensions, which may indicate a higher level of perceived authenticity from a consumer perspective.

Originality/value

This research makes three contributions. First, it presents a novel measure of EBE using public Instagram data. Second, it represents a unique expansion and an evolution of King et al.’s (2012) model. Third, it considers employees’ work-related content on social media to understand employees’ role as influencers and their co-creation of EBE, which is currently an under-represented perspective in the internal branding literature.

Details

Journal of Product & Brand Management, vol. 30 no. 6
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 14 September 2012

Joona Keränen, Kalle A. Piirainen and Risto T. Salminen

The purpose of this study is to review the current body of the B2B branding literature, and identify research issues that hamper current B2B branding research.

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4699

Abstract

Purpose

The purpose of this study is to review the current body of the B2B branding literature, and identify research issues that hamper current B2B branding research.

Design/methodology/approach

The study employs a systematic review, and identifies 73 relevant journal publications from the years 1973‐2010 that were subsequently evaluated for further analysis.

Findings

This study identifies five possible issues hampering current B2B branding research: the lack of systematic theory development, the transference of consumer concepts, the dominance of quantitative research, the lack of longitudinal research, and the focus on single industries.

Research limitations/implications

This study considers only published journal articles, excluding books and conference proceedings. By highlighting the research issues, this paper aims to direct research efforts to areas where they will have the most impact, and thus aid more rapid advancement of B2B branding as a discipline.

Originality/value

This study provides the first systematic review to identify and evaluate the current B2B branding literature. The review identifies the key literature related to B2B branding, provides an overview of past research and identifies emerging research issues to be addressed in future research.

Details

Journal of Product & Brand Management, vol. 21 no. 6
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 9 January 2017

Raphael Odoom, Bedman Narteh and Richard Boateng

Given the significant contributions of small- and medium-sized enterprises (SMEs) across several economies, calls for investigations into their branding strategies are…

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3564

Abstract

Purpose

Given the significant contributions of small- and medium-sized enterprises (SMEs) across several economies, calls for investigations into their branding strategies are burgeoning. However, the literature is unclear, scattered and relatively scanty. The purpose of this paper is to provide a review of the existing literature on branding with a focus on SMEs.

Design/methodology/approach

The study uses a systematic review by identifying and evaluating peer-reviewed journal publications focusing on branding within the context of SMEs. The systematic design is based on papers published within the period of 2004-2014.

Findings

The review shows that significant progress is being made in the area under discussion. With several gaps in issues and empirical evidence, as well as in theoretical and methodological approaches, the paper signals promising lines of inquiry for both empirical and theoretical research.

Research limitations/implications

By highlighting the research issues, as well as providing some pertinent research questions across various themes, the paper aims at directing future research efforts to critical areas which require immediate attention. The implications of the review are discussed in the paper.

Originality/value

The study identifies and describes the state of research issues and evidence in branding literature within the context of SMEs over a 10-year period, prompting insightful avenues to the academic and practitioner communities.

Details

Qualitative Market Research: An International Journal, vol. 20 no. 1
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 12 March 2018

Holger J. Schmidt and Jörn Redler

This paper contrasts research streams in corporate brand management (CBM) with perspectives on corporate strategy (CS). The aim is to examine whether CBM research is as…

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1182

Abstract

Purpose

This paper contrasts research streams in corporate brand management (CBM) with perspectives on corporate strategy (CS). The aim is to examine whether CBM research is as diverse as research on CS and to identify potentially new research perspectives within CBM.

Design/methodology/approach

First, the main dimensions to capture approaches and directions in general strategy research are carved out and integrated into a framework for subsequent analysis (strategy descriptor cube). Second, research streams within CBM are clustered into predominating schools. Third, the framework is then used to classify the identified schools, allowing further evaluation. In doing so, an innovative view on the status of and developments in CBM research is provided.

Findings

Most schools of CBM are built on rational and prescriptive approaches, while political and emergent conceptions are hardly addressed. Thus, from the strategy-derived dimensions, approaches to CBM are surprisingly homogenous, with only one school diverging from the dominating pattern. A variety of perspectives as found in strategy research cannot be validated for CBM. Alternative conceptualizations to CBM in terms of assumptions about the genesis of strategic directions and the perspective of analysis might provide impetus for progress in CBM research.

Research limitations/implications

The question arises why emergent and political perspectives have not been seriously pursued in the past decades of brand research. Researchers might seize opportunities to be further stimulated from the many faceted research approaches in CS. Further dimensions for description, as well as alternative clusterings of CBM schools, should be discussed.

Practical implications

A broadening of perspectives, including potentially a more attentive reception of agile trends in CBM, might become increasingly relevant for CBM practitioners. As new realities shape the present and future of corporate brand building, new paradigms should be explored and tested.

Originality/value

The corporate brand strategy link is evidently important; however, to date, few papers have such a focus. This is the first paper to apply reasoning and perspectives that have contributed to significant developments in CS research to the current situation in CBM research. It introduces a novel way to analyze and discuss developments between and within CBM schools.

Details

Journal of Product & Brand Management, vol. 27 no. 2
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 April 2014

Marica Mazurek

The aim of this paper is to discuss and conceptually support the statement that a critical and holistic approach to branding requires interplay of the methods and…

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1740

Abstract

Purpose

The aim of this paper is to discuss and conceptually support the statement that a critical and holistic approach to branding requires interplay of the methods and methodologies of different disciplines and the so-called decompositional approach.

Design/methodology/approach

The study is based on the thorough secondary research based on content analysis of the studied literature dealing with the methodological approach to brand management and branding, especially the comparison of brand management categorization and development of approaches from the customer centrality and strategic priority to the adaptive and relational paradigms.

Findings

The major outcome of this research is the confirmation of the fact that changes of paradigmatic approaches to research are rooted in economic and social changes. The predominance of relational, community, cultural approaches stem from the growth of customers' value and a new role of customers in the economic and social sphere.

Research limitations/implications

The topic of branding in management in tourism destinations is still emerging, especially understanding of transition of paradigms and approaches to the research of branding in tourism.

Practical implications

Important is the explanation of differences between the approaches to branding and especially the fact that some of the approaches (relational, community and cultural approach) are based on systems-thinking and contribute to the competitive advantage creation.

Originality/value

The paper aims to highlight the fact how global social and economic forces and changing cycles (Kondratiev) have influenced the empirical research and the implementation of ideas on economic interventions and social problems topics. This fact embraced major themes in a society and has influenced research on innovation and branding. It might be compelling to discuss the changes in paradigms and explain why social responsibility and other core themes resonate and influence the managerial practices in tourism and the paradigms in research of tourism dealing with brand management.

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Article
Publication date: 14 October 2021

Asif Ali Safeer, Yun Chen, Muhammad Abrar, Nilesh Kumar and Amar Razzaq

The study aims to investigate the impact of perceived brand localness (PBL) and perceived brand globalness (PBG) on brand authenticity (BA) to predict consumers' attitudes…

Abstract

Purpose

The study aims to investigate the impact of perceived brand localness (PBL) and perceived brand globalness (PBG) on brand authenticity (BA) to predict consumers' attitudes toward local and global brands in two Asian markets. Further, the study examines the moderating role of uncertainty avoidance (UA) after controlling the effects of brand familiarity (BF) in Asian markets (China and Pakistan).

Design/methodology/approach

In accordance with the non-probability technique and through an online survey, the study collected 1,880 responses (on local and global brands) from China and Pakistan. Partial least square structural equation modeling (PLS-SEM) is the most robust technique applied to examine the proposed hypotheses in the Asian environment.

Findings

After controlling the effects of BF, the findings revealed that PBL and PBG positively influenced consumers' perceptions of BA, which had a significant impact on consumers' brand attitudes toward both local and global brands in Asian markets. Further, the research identified that BA was an essential mediator from the Asian perspective. The interaction effects of UA and PBL on BA were discovered positively significant in Pakistan, whereas the effects of UA and PBG on BA were found negatively significant in Pakistan and had no effects in China.

Research limitations/implications

The research focused on two Asian countries (China and Pakistan). However, future researchers may collect additional data from other Asian countries in order to generalize the findings in all Asian markets.

Practical implications

The research assists local and global managers in designing and implementing various targeting, positioning and segmentation strategies for successfully managing businesses in Asian markets.

Originality/value

The novel research is based on signaling theory that contributes to the local and global branding domains from the Asian perspective (China and Pakistan).

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

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Book part
Publication date: 11 June 2009

Mark S. Glynn

This paper focuses on the role of manufacturer brands for resellers within retail channels. This topic is important because of the strategic value of manufacturer brands

Abstract

This paper focuses on the role of manufacturer brands for resellers within retail channels. This topic is important because of the strategic value of manufacturer brands and the increasing influence of resellers within channels of distribution. Much of the branding research emphasizes a customer-brand knowledge perspective; however, emerging perspectives suggest that brands are also relevant to other stakeholders including resellers. In contrast, channels research recognizes the manufacturer sources of market power, but does not consider the impact of manufacturer “push and pull” strategies within channels. Existing theoretical frameworks, therefore, do not address the reseller perspective of the brand. As a result, the research approach is a multi-method design, consisting of two phases. The first phase involves in-depth interviews, allowing the development of a conceptual framework. In the second phase, a survey of supermarket buyers on brands in several product categories tests this framework. Structural equation modeling analyzes the survey responses and tests the hypotheses. The structural model shows very good fit to the data with good construct validity, reliability, and stability. The findings show that manufacturer support, brand equity, and customer demand reflect the manufacturer brand benefits to resellers. A key contribution of this research is the development of a validated scale on manufacturer brand benefits from the point of view of a reseller. This research shows that the resources that relate to the brand, not just the brand name itself, create value for resellers in channel relationships.

Details

Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises
Type: Book
ISBN: 978-1-84855-671-3

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Article
Publication date: 9 August 2021

Saalem Sadeque, Mohammad Shahidul Hasan Swapan, Sanjit K. Roy and MD Ashikuzzaman

This study aims to investigate how city dependence and city social bonding determine city brand love. In addition, the study examines whether there are different resident…

Abstract

Purpose

This study aims to investigate how city dependence and city social bonding determine city brand love. In addition, the study examines whether there are different resident segments that exhibit distinct behaviour in relation to city brand formation.

Design/methodology/approach

The study is based on primary responses collected from 595 residents from Khulna city in Bangladesh. The research model is tested using partial least square (PLS) structural equation modelling. The resident segments were identified using PLS prediction-oriented segmentation method.

Findings

Results show that city dependence (i.e. dependence on urban facilities and services provided by the city) and city social bonding (i.e. social interactions amongst residents in the city) lead to city brand love through city satisfaction and city identification. In addition, the study finds that city social bonding and city satisfaction are important for the relationship-reliant residents, whereas city dependence and city identification are important for the resource-reliant residents.

Research limitations/implications

Future research can investigate the relationship between the length of residence and native vs non-native residents’ influence on city brand love formation.

Practical implications

The city brand managers and planners should adopt a resident-inclusive approach that considers the different needs of the residents to engender city brand love.

Originality/value

The study contributes to city branding literature by empirically investigating the under-researched topic of city brand love by identifying the key constructs and their role in determining city brand love. Further, it shows that the route to city brand love formation is different based on residents’ needs.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

Keywords

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