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1 – 10 of over 3000Abhishek Dwivedi, Morgan Miles, Eddie Oczkowski, Jay Weerawardena, Lester W. Johnson and Dean Wilkie
Relational engagement is offered as a framework to describe how buyers and sellers conduct exchange. Relational engagement is conceptualized as a higher-order construct comprising…
Abstract
Purpose
Relational engagement is offered as a framework to describe how buyers and sellers conduct exchange. Relational engagement is conceptualized as a higher-order construct comprising three dimensions: legal bonds, knowledge exchange and co-production. This paper aims to examine the efficacy of the construct by testing its influence on buyer–perceived seller brand equity.
Design/methodology/approach
An online survey of 401 US-based industrial buyers was conducted. Data were analyzed using structural equation modeling.
Findings
Empirical analysis supports the proposed conceptualization of relational engagement, as well as its influence on seller brand equity through influencing buyer-perceived relationship effectiveness.
Practical implications
Relational engagement offers a template to sellers for engaging organizational buyers. A relational engagement strategy has favorable implications for seller brand equity.
Originality/value
Relational engagement offers a comprehensive strategic perspective on inter-organizational exchange, moving beyond tactical approaches. The framework reflects the continuum of exchange, incorporating transactional-dominant and relationship-dominant forms of inter-organizational marketing practices.
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Vonny Susanti and Andreas Samudro
This paper aims to investigate the influential aspects of industrial branding in building customer brand engagement from the buyer’s and the seller’s points of view. Collecting…
Abstract
Purpose
This paper aims to investigate the influential aspects of industrial branding in building customer brand engagement from the buyer’s and the seller’s points of view. Collecting buyer and seller information is essential to understand business-to-business interaction better. Buyer’s and seller’s perspective integration is significant for stakeholders to develop proper strategies to achieve customer brand engagement.
Design/methodology/approach
This study uses a structural equation model to examine the antecedents of customer brand engagement from the buyer’s perspective; then, the result is compared with the seller’s view by conducting an analytical hierarchy process. The authors exercise 140 valid data from the buyer’s industry and 9 experts from the seller’s industry.
Findings
This study finds that in developing customer brand engagement, rational brand quality is the most influential from the buyer’s view and top priority from the seller’s view. Surprisingly, both parties have different perspectives about the second and third priorities. The buyers put emotional brand associations as a second priority; perceived value is meaningless and insignificant. On the contrary, the sellers set the perceived value as the second priority and emotional brand associations as the last.
Research limitations/implications
The respondents from the buyer industry cover various industries, and the research is limited to the buyer and the seller in the chemical polymer emulsion market, a market where product quality and application quality on the buyers’ side are essential and where the buyer–seller interaction is intense. Replicating the study in other industries and cultural backgrounds is recommended for generalization.
Originality/value
The paper’s novelty is that there are different priorities and perspectives from the buyer’s and the seller’s views. This study contributes to industrial brand engagement research studies. Investigation of the buyer’s and the seller’s perspectives in industrial brand engagement research studies is still limited.
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Galina Biedenbach, Peter Hultén and Veronika Tarnovskaya
The purpose of this study is to investigate the effects of human capital and relational trust on business-to-business (B2B) brand equity.
Abstract
Purpose
The purpose of this study is to investigate the effects of human capital and relational trust on business-to-business (B2B) brand equity.
Design/methodology/approach
Data collection was conducted among the clients of one of the Big Four auditing firms in Sweden. Structural equation modeling was used to test the hypothesized effects.
Findings
The results demonstrate positive effects of human capital and relational trust on the core dimensions of brand equity. In the context of the professional services, human capital was found to have a stronger direct impact than relational trust on brand associations, perceived quality and brand loyalty.
Practical implications
The study provides practical recommendations for marketing managers on how to consider the nature of B2B brand equity and its determinants in developing successful branding strategies. The findings indicate that although relational trust has a positive impact on brand equity, it draws on the clients’ positive perceptions of the service providers’ human capital. Thus, investments that generate positive perceptions of a service provider’s human capital will strengthen its competitive position. Leading to the creation of relational trust and having a strong impact on the dimensions of brand equity, human capital is a strategic asset that needs careful management.
Originality/value
The study advances extant knowledge on B2B brand equity by examining contextual conditions and factors that are critical for building strong brands in industrial markets. The study demonstrates that clients’ perceptions about the knowledge, skills and abilities of service providers are more important than relational trust for enhancing B2B brand equity.
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Brand equity, key to the evaluation of marketing performance, exists in the hearts and minds of consumers, and other marketplace players, but is largely assessed on the basis of…
Abstract
Brand equity, key to the evaluation of marketing performance, exists in the hearts and minds of consumers, and other marketplace players, but is largely assessed on the basis of observed behaviours. Such measures are typically relative (to other brands) ‐ e.g. market share and relative price ‐ whereas direct measures of brand equity ‐ e.g. awareness and attitudes ‐ are conventionally expressed in absolute terms. The correlation between the two sets has been poor. Expressing brand equity in relational terms opens a new line of research which may provide better performance prediction and assessment. Trust is the most popular measure for relationship assessment and may similarly prove to be the leading indicator for brand equity. Makes some research proposals.
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Changju Kim and Bin Hu
Drawing on the resource-based view, this study aims to investigate the conditions under which small- and medium-sized retailers can improve competitive benefits through the lens…
Abstract
Purpose
Drawing on the resource-based view, this study aims to investigate the conditions under which small- and medium-sized retailers can improve competitive benefits through the lens of brand equity and strategies for competitive advantage in retail buying groups.
Design/methodology/approach
This study collected 241 samples from small- and medium-sized supermarket retailers who joined retail buying groups in Japan.
Findings
This study offers two key findings. First, the results indicate that a buying group’s brand equity partially mediates the relationship between member retailers’ strategic integration and their buying group benefits. Second, member retailers with a stronger differentiation orientation strengthen the positive impact of strategic integration on the buying group’s brand equity and buying group benefits. The moderating effects of low-cost orientation were not found to be significant.
Practical implications
To highlight the sustainable growth of small- and medium-sized retailers in retail buying groups, which are often ignored in the extant literature, this study offers practical guidance on the importance of a buying group’s brand equity. In addition, based on the findings, this paper postulates that member retailers pursuing differentiation orientation, rather than low-cost orientation, are more beneficial to retail buying groups in terms of relational outcomes and performance consequences.
Originality/value
By conceptualizing brand equity in retail buying groups, this study suggests a novel approach for retail management that investigates how a buying group’s brand equity is linked to strategic integration, strategies for competitive advantage and buying group benefits from the viewpoint of member retailers.
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Ashish Kalra, Omar S. Itani and Amin Rostami
Although research analyzing the consequences of salesperson social media use in driving sales behaviors and performance outcomes has proliferated in the recent past, there are…
Abstract
Purpose
Although research analyzing the consequences of salesperson social media use in driving sales behaviors and performance outcomes has proliferated in the recent past, there are significant research gaps in the domain. Grounded in task-technology fit theory, this paper aims to propose a conceptual framework that integrates between previously disjointed areas of research and analyzes the relationships between salesperson social media use, brand awareness, creativity, manager empowerment and company performance.
Design/methodology/approach
Survey responses were collected from a multi-industry sample of 158 business-to-business salespeople. Structural relationships were tested using partial least squares structural equation modeling.
Findings
The analysis shows that salesperson social media use positively affects brand awareness. The relationship between social media and brand awareness is magnified with the increase in salesperson creativity. Findings also show that manager empowerment increases salesperson creativity. Finally, brand awareness positively affects company performance.
Practical implications
Sales organizations should focus on developing digital strategies, especially focusing on salesperson social media use to enhance company’s brand awareness, which in turn increases company performance. Moreover, sales managers should also follow empowering leader behaviors to enhance creativity.
Originality/value
The authors amalgamate salesperson social media use literature and branding literature by proposing salesperson social media use’s positive effects on brand awareness. This study also expands the knowledge by exploring the moderating effect of individual-level variables such as salesperson creativity on driving the effects of salesperson social media use.
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Tobias Kollmann and Christina Suckow
The purpose of this paper is to examine whether classical brand naming concepts are sustainable for entrepreneurial firms in the net economy.
Abstract
Purpose
The purpose of this paper is to examine whether classical brand naming concepts are sustainable for entrepreneurial firms in the net economy.
Design/methodology/approach
A prior study of Kohli and LaBahn covers the formal brand naming process and gives insights into brand name objectives and criteria. To follow the research purpose, their findings have been adapted for entrepreneurial firms in the net economy based on some prior interviews conducted with entrepreneurs for the present research. On basis of these results, a questionnaire was designed and sent to 319 e‐entrepreneurs located in German business incubators, of which 105 were fully completed.
Findings
The availability of an appropriate domain name is found to be a basic driver for deciding on a brand name. The domain name influences the course of action during the naming process. Two groups were found that significantly differ in proceeding with the naming process. One group of e‐entrepreneurs follows the traditional process of Kohli and LaBahn, whereas the other group follows a new approach giving more emphasis on the domain name. Here, the process shows to be iterative in nature instead of a step‐by‐step procedure.
Originality/value
The value of this paper lies in the application of the traditional brand naming process to entrepreneurial firms in the net economy and its partial validation and revision based on the authors results from an empirical research.
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Donna F. Davis, Susan L. Golicic and Adam Marquardt
The failure to manage the firm's brand successfully with trading partners is a potentially fatal obstacle to success in today's hypercompetitive global economy. Strong brands…
Abstract
The failure to manage the firm's brand successfully with trading partners is a potentially fatal obstacle to success in today's hypercompetitive global economy. Strong brands serve as an important point of differentiation for firms, assisting customers in their evaluation and choice processes. Considerable research exists on the branding of consumer goods, and the literature on business-to-business (B2B) brands and service brands is increasing. However, research on branding in the context of B2B services is relatively sparse. This paper integrates research in B2B brands and service brands to explore B2B service brands. The paper reports a multiple methods study of brands and brand management in the logistics services industry as a specific case of B2B service branding. The study addresses two research questions that are relevant for B2B service brands. First, how are brands perceived when the customer is an organization rather than an individual? Second, how do brands differentiate intangible offers that customers often consider as commodities? The first study reports data collected in an exploratory investigation comprised of depth interviews with representatives of logistics services firms and customers. The study supports the extendibility of Keller's brand equity framework into the B2B services context. The second study tests the framework using data collected in a mail survey of logistics service providers and customers. Results suggest that brands do differentiate the offerings of logistics service providers and that brand equity exists for this commodity-like B2B service. However, findings reveal differences in perceptions between service providers and customers. Specifically, brand image is a stronger influence on customers' perceptions of service providers' brand equity, whereas brand awareness is a stronger driver of the service providers' perceptions of their own brand equity. The paper discusses implications of these differences for managing B2B services.
Abdul Qayyum, Raja Ahmed Jamil and Amnah Sehar
This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on green brand equity (GBE). Furthermore, the moderating…
Abstract
Purpose
This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on green brand equity (GBE). Furthermore, the moderating role of brand credibility in mitigating the negative effects of green marketing was investigated.
Design/methodology/approach
A within-subject experiment was conducted to evaluate excessive versus minimal product packaging to test the proposed hypotheses. Data analysis was performed with SmartPLS 3.3.3, which analyzed data from 206 consumers.
Findings
The results showed that EPP positively predicts greenwashing and green confusion. However, greenwashing has a negative impact on GBE. Brand credibility was also discovered to moderate the negative relationship between greenwashing and GBE, thereby reducing the negative effect of greenwashing.
Research limitations/implications
The findings imply that marketing managers should understand the consumers’ concerns for the environment, making product and brand strategies that promote environmental protection and sustainability.
Originality/value
This study contributes to the green marketing literature by empirically validating the positive impacts of EPP on greenwashing and green confusion, as well as the negative influence of greenwashing on GBE. Furthermore, it reveals how brand credibility can reduce the harmful effects of greenwashing on GBE.
Objetivo
Examinamos los efectos negativos del embalaje excesivo de los productos, el “greenwashing” y la confusión verde sobre el valor de la marca verde. Además, se investigó el papel moderador de la credibilidad de la marca para mitigar los efectos negativos del marketing ecológico.
Diseño
Se llevó a cabo un experimento intra-sujeto para evaluar el embalaje excesivo de los productos frente al mínimo envase posible, con el fin de comprobar las hipótesis propuestas. El análisis de los datos se realizó con SmartPLS 3.3.3, con una muestra de 206 consumidores.
Conclusiones
Los resultados mostraron que el embalaje excesivo de los productos predice positivamente el greenwashing y la confusión ecológica. Sin embargo, el greenwashing tiene un impacto negativo en el valor de la marca verde. También se descubrió que la credibilidad de la marca modera la relación negativa entre el greenwashing y el valor de la marca verde, reduciendo así el efecto negativo del greenwashing.
Implicaciones
Las conclusiones implican que los directores de marketing deben comprender las preocupaciones de los consumidores por el medio ambiente, elaborando estrategias de producto y de marca que promuevan la protección del medio ambiente y la sostenibilidad.
Originalidad/valor
Este estudio contribuye a la bibliografía sobre el marketing ecológico al validar empíricamente los efectos positivos del embalaje excesivo de los productos sobre el greenwashing y la confusión ecológica, así como la influencia negativa del greenwashing sobre el valor de la marca ecológica. Además, revela cómo la credibilidad de la marca puede reducir los efectos perjudiciales del greenwashing sobre el valor de la marca verde.
目的
我们研究了产品过度包装、洗绿和绿色混淆对绿色品牌资产的负面影响。此外, 我们还研究了品牌信誉在减轻绿色营销负面影响中的调节作用。
实验设计
我们进行了一项受试者内实验, 以评估产品过度包装和最小包装, 从而检验所提出的假设。用SmartPLS 3.3.3进行数据分析, 该软件分析了206来自名消费者的数据。
研究结果
结果显示, 过度的产品包装正向预测了洗绿和绿色混淆。然而, 洗绿对绿色品牌资产有负面的影响。品牌信誉也被发现可以调节洗绿和绿色品牌资产之间的负面关系, 从而减少洗绿的负面影响。
影响
研究结果表明, 营销经理应该了解消费者对环境的关注, 制定促进环境保护和可持续发展的的产品和品牌战略。
原创性/价值
本研究通过实证验证产品过度包装对洗绿和绿色混淆的积极影响, 以及洗绿对绿色品牌资产的负面影响, 为绿色营销文献做出了贡献。此外, 它还揭示了品牌信誉如何减少洗绿对绿色品牌资产的有害影响。
关键词
绿色营销, 洗绿, 绿色混淆, 品牌资产, 品牌信誉, 以及产品过度包装
文章类型: 研究型论文
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