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Corporate Branding and Value Creation for Initiating and Managing Relationships in B2B Markets

Research output: Contribution to journalJournal article

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  • Sena Ozdemir
  • Suraksha Gupta
  • Pantea Foroudi
  • Len Tiu Wright
  • Teck-Yong Eng
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<mark>Journal publication date</mark>19/03/2020
<mark>Journal</mark>Qualitative Market Research: An International Journal
Publication statusAccepted/In press
Original languageEnglish

Abstract

Purpose
This study aims to fill a gap in branding literature concerning the effect of corporate brand relationships on brand value through the case study method in a business-to-business (B2B) context. The objectives of this study can be framed in three questions: (1) what are the main constituents of a corporate brand; (2) how does a corporate brand generate tangible and intangible brand value for their business customers; and (3) how do tangible and intangible brand benefits influence relationship initiation and management practices of the case companies?

Design/methodology/approach
The study adopts a qualitative multiple case study design by using archival data, and both in-depth telephone and online interviews with senior representatives of the case study companies to investigate corporate branding and associated issues in a B2B context.

Findings
From a managerial perspective, this study reveals that corporate business culture, brand relationships, products, and corporate identity and personality as the main constituents of a corporate brand in a B2B context. The results show that a corporate brand can generate intangible and tangible brand value benefits for business customers. The findings also note the importance of the brand value in enhancing relationship initiation.

Originality/value
The study contributes to the branding literature by developing a conceptual model that explains the development and role of the corporate brand in a B2B context with its associated value creation and brand management outcomes. The findings advance brand management literature on business relationships, which addresses a gap in B2B contexts rather than mainly about product brand management and value creation in B2C contexts.