LOGIN TO YOUR ACCOUNT

Username
Password
Remember Me
Or use your Academic/Social account:

CREATE AN ACCOUNT

Or use your Academic/Social account:

Congratulations!

You have just completed your registration at OpenAire.

Before you can login to the site, you will need to activate your account. An e-mail will be sent to you with the proper instructions.

Important!

Please note that this site is currently undergoing Beta testing.
Any new content you create is not guaranteed to be present to the final version of the site upon release.

Thank you for your patience,
OpenAire Dev Team.

Close This Message

CREATE AN ACCOUNT

Name:
Username:
Password:
Verify Password:
E-mail:
Verify E-mail:
*All Fields Are Required.
Please Verify You Are Human:
fbtwitterlinkedinvimeoflicker grey 14rssslideshare1
Languages: English
Types: Article
Subjects:
Branding is a well-researched notion in the B2C environment but a concept unexplored in the B2B context. Conceptually, similar to B2C organisations digital communication via digital tools and devices allows B2B organisations experiencing benefits of exposing their brands to a wider audience. In reality questions of whether branding is purposeful in the B2B context and what role digital technologies play in the B2B branding remain open. This study explores branding in the B2B context using Panasonic as a case study, to consider the value of B2B branding from the B2B customer (buyer) perspective. Results indicate that B2B branding is of importance in the B2B context, in particular for an organisation such as Panasonic where reputation is a driving force of attracting new B2B customers and nurturing long-terms relationships with existing B2B customers. Moreover, this study concludes that whilst use of digital technologies enables portraying brand perceptions about Panasonic, digital technologies are yet to be fully embraced for the purpose of branding in the B2B context.
  • The results below are discovered through our pilot algorithms. Let us know how we are doing!

    • Abratt, R. & Mofokeng, T.N. (2001). Development and management of corporate image in South Africa. European Journal of Marketing, 35, 368-386.
    • Balmer, J.M.T. & Gray, E.R. (2003). Corporate brands: what are they? What of them? European Journal of Marketing, 37, 972-997.
    • Baumgarth, C. & Schmidt, M. (2010). How strong is the business-to-business brand in the workforce? An empirically-tested model of 'internal brand equity' in a businessto-business setting. Industrial Marketing Management, 39, 1250-1260.
    • Berry, L.L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28, 128-137.
    • Bettencourt, L.A., Blocker, C.P., Houston, M.B. & Flint, D.J. (2015). Rethinking customer relationships. Business Horizons, 58, 99-108.
    • Birks, M., Chapman, Y. & Francis, K. (2008). Memoing in qualitative research. Journal of Research in Nursing, New York: SAGE.
    • Ulaga, W. (2001). Customer Value in Business Markets. Industrial Marketing Management, 30, 315-319.
    • Ulrich, J. & Blut, M. (2015). Stealing the show? How the salesperson affects the industrial brand management. In: Kubacki, K. (2015). Ideas in Marketing: Finding the New and Polishing the Old. New York: Springer, 461.
    • Wren, B.T. & Simpson, J.T. (1996). A dyadic model of relationships in organizational buying: A synthesis of research results. Journal of Business & Industrial Marketing, 11, 63-79.
    • Yin, R.K. (2014). Case study research: Design and methods. 5th ed. Thousand Oaks, CA: Sage.
    • Zahay, D., Schultz, D., & Kumar, A. (2015). Reimagining branding for the new B2B digital marketplace. Journal of Brand Strategy, 3, 357-372.
  • No related research data.
  • No similar publications.

Share - Bookmark

Cite this article