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

Research output: Contribution to Journal/MagazineJournal articlepeer-review

Published

Standard

Corporate Branding and Value Creation for Initiating and Managing Relationships in B2B Markets. / Ozdemir, Sena; Gupta, Suraksha; Foroudi, Pantea et al.
In: Qualitative Market Research: An International Journal, Vol. 23, No. 4, 01.01.2021, p. 627-661.

Research output: Contribution to Journal/MagazineJournal articlepeer-review

Harvard

Ozdemir, S, Gupta, S, Foroudi, P, Wright, LT & Eng, T-Y 2021, 'Corporate Branding and Value Creation for Initiating and Managing Relationships in B2B Markets', Qualitative Market Research: An International Journal, vol. 23, no. 4, pp. 627-661. https://doi.org/10.1108/QMR-12-2017-0168

APA

Ozdemir, S., Gupta, S., Foroudi, P., Wright, L. T., & Eng, T.-Y. (2021). Corporate Branding and Value Creation for Initiating and Managing Relationships in B2B Markets. Qualitative Market Research: An International Journal, 23(4), 627-661. https://doi.org/10.1108/QMR-12-2017-0168

Vancouver

Ozdemir S, Gupta S, Foroudi P, Wright LT, Eng TY. Corporate Branding and Value Creation for Initiating and Managing Relationships in B2B Markets. Qualitative Market Research: An International Journal. 2021 Jan 1;23(4):627-661. Epub 2020 May 28. doi: 10.1108/QMR-12-2017-0168

Author

Ozdemir, Sena ; Gupta, Suraksha ; Foroudi, Pantea et al. / Corporate Branding and Value Creation for Initiating and Managing Relationships in B2B Markets. In: Qualitative Market Research: An International Journal. 2021 ; Vol. 23, No. 4. pp. 627-661.

Bibtex

@article{fb86a2a15fe04b27a21272eff1bd0149,
title = "Corporate Branding and Value Creation for Initiating and Managing Relationships in B2B Markets",
abstract = "PurposeThis 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/approachThe 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/valueThe 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.",
keywords = "Corporate brand, Corporate brand relationships, business-to-business, brand value, relationship initiation, relationship management",
author = "Sena Ozdemir and Suraksha Gupta and Pantea Foroudi and Wright, {Len Tiu} and Teck-Yong Eng",
note = "This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited. ",
year = "2021",
month = jan,
day = "1",
doi = "10.1108/QMR-12-2017-0168",
language = "English",
volume = "23",
pages = "627--661",
journal = "Qualitative Market Research: An International Journal",
issn = "1352-2752",
publisher = "Emerald Group Publishing Ltd.",
number = "4",

}

RIS

TY - JOUR

T1 - Corporate Branding and Value Creation for Initiating and Managing Relationships in B2B Markets

AU - Ozdemir, Sena

AU - Gupta, Suraksha

AU - Foroudi, Pantea

AU - Wright, Len Tiu

AU - Eng, Teck-Yong

N1 - This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.

PY - 2021/1/1

Y1 - 2021/1/1

N2 - PurposeThis 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/approachThe 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/valueThe 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.

AB - PurposeThis 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/approachThe 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/valueThe 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.

KW - Corporate brand

KW - Corporate brand relationships

KW - business-to-business

KW - brand value

KW - relationship initiation

KW - relationship management

U2 - 10.1108/QMR-12-2017-0168

DO - 10.1108/QMR-12-2017-0168

M3 - Journal article

VL - 23

SP - 627

EP - 661

JO - Qualitative Market Research: An International Journal

JF - Qualitative Market Research: An International Journal

SN - 1352-2752

IS - 4

ER -