Antecedents and consequences of the quality of e-customer-to-customer interactions in B2B brand communities

The opportunities that interactions in business-to-business (B2B) brand communities offer companies as well as brand community members have already been recognized by B2B firms, but are still an underexplored field of B2B academic marketing research. To provide a first step in analyzing B2B brand communities, we develop a conceptual framework of the quality of customer-to-customer (C2C) interactions in B2B brand communities by drawing on several theories and concepts (e.g., social exchange theory, uses and gratifications approach and value-in-the-experience). Based on an online survey (n = 330) spanning three virtual B2B brand communities in the IT-sector, we test our framework using structural equation modeling. Our results reveal that brand trust has a positive impact on brand community trust. Brand community trust leads to an increase in the quality of C2C interactions in B2B brand communities. Furthermore, we demonstrate that the quality of C2C interactions in B2B brand communities has a positive impact on functional, experiential, and symbolic brand community benefits, which, in turn, foster brand loyalty.     

Brands: Just for consumers? Introduction to the special issue on B2B branding

Although there is significant interest in branding in a B2C context substantially less research has been conducted in B2B marketing. The research in B2B marketing is somewhat fragmented and a research agenda to develop coherent models and provide guidance to practitioners is required. Despite the disjointed nature of the research in this area, B2B branding has been found to convey a number of benefits e.g. conferring uniqueness. This special issue consists of eleven papers covering a range of topics including brand alliances, brand personality, brand equity and brand relationships, brand identity, corporate branding and social media.     

An exploratory study into brand alignment in B2B relationships

B2B relationships are characterized by strategic partnerships between firms and the suppliers of goods and services integral to their offerings. Failure to choose the right partner could jeopardize the survival of both partners. While a number of studies suggest that partnering firms need to be aligned operationally, few studies look at whether there should be alignment between the brands of firms and their suppliers. Therefore, we build on existing studies on sexual selection to develop a theory of whether similarity in brand attributes affects the success of B2B relationships. We propose that firms wishing to portray particular brand images to their customers choose suppliers whose images mirror their own. To develop our proposition, we investigate the brand personality alignment between well-known firms and their suppliers in four industries. The findings of our analysis have significant implications for scholars and managers interested in the nature and success of B2B partnerships.     

Development of new B2B venture corporate brand identity: A narrative performance approach

The development and role of brand identity in new B2B ventures is not well explored despite the challenge for such organisations in establishing reputational legitimacy. Previous research defines corporate brand identity as stable and endogenous to the organisation based either on the reputational capital of the organisation or the founder. We challenge this view in this paper from a conceptual and empirical perspective. Combining narrative theory and performativity theory this article suggests brand identity develops as a narrative performance. The study employs a narrative case analysis of interviews and archival data generated during a three-year period to examine the development of corporate brand over time. This study shows that the development of corporate brand identity and the context of the development of new B2B venture are closely intertwined processes and provides a framework for understanding the phenomenon. Brand identity is not a stable core emanating from inside the company but develops over time through a reciprocal sensemaking and dynamic interactions between company and the key external stakeholders in its context. We conclude that brand identity is built not only upon the reputational capital of past behaviours but of the brand itself as it explores and interacts within its brand eco-system.     

The industrial brand personality scale: Building strong business-to-business brands

To remain distinct and build strong business relationships in a competitive business-to-business (B2B) environment, an increasing number of industrial marketers attempt to exploit the potential of branding. However, brand management in the industrial sector is still at its starting point. For this reason, the authors introduce the concept of brand personality to industrial markets. Based on a series of qualitative and quantitative studies, the authors develop and validate an Industrial Brand Personality Scale. Furthermore, they examine whether brand personality perception differences exist among different types of industrial transactions and among different members in the buying center. The analysis yields a framework for theoretical discussion and provides B2B managers with a tool to build strong B2B brands in an increasingly competitive industrial market.     

Brand relationships and brand equity in franchising

Previous research suggests that building brand equity enhances the competitive advantage of retailers in B2B markets. However, limited attention has been paid to the concept of brand equity in B2B retailing contexts, particularly in franchise channels. This study seeks to understand how brand relationships can be leveraged to enhance brand citizenship behavior and ultimately brand equity in franchise channels. Accordingly, this study explores franchisees’ perceptions of their franchise brands, leading to a new conceptualisation of ‘franchisee-based brand equity’. An interpretive research design is employed, comprising of semi-structured interviews with key informants. Findings suggest that franchisors play an important role in promoting brand citizenship behaviour of franchisees, which in turn enhances brand equity. The study provides insight on how to effectively manage brand relationships to enhance franchisees’ brand citizenship behaviour and brand equity. The concept of brand relationships has been discussed widely in consumer markets, but has received limited attention in B2B contexts. In response, this study provides new insight in B2B branding and specifically, in how brand relationships may enhance brand citizenship behaviour and brand equity in B2B markets.     

Context effects in the evaluation of business-to-business brand alliances

Brand alliances in the business-to-business domain are becoming increasingly popular. This study investigates the impact of context-related effects on the formation of evaluation perceptions in B2B brand alliances. Assimilation and contrast effects represent the conceptual framework. Employing an experimental design we test the influence of two contextual factors on a range of product attributes: quality perceptions of the known brand ally (valence), and amount of information provided for the brand alliance. Using data collected from a cross section sample of large B2B UK companies we report assimilation effects across different product attributes of the alliance. Positive valence of the known brand ally results in higher evaluations of the brand alliance. In terms of provision of information, we find that, (a) unlike consumer markets, in the B2B domain higher evaluations are the result of detailed information, and (b) the impact of detailed information is significant only for tangible product attributes. Further, we find that valence of the known brand ally and amount of information provided are independent factors. The results add significantly to the knowledge on context effects in B2B brand alliances and lead to a number of managerial recommendations on partner selection and marketing communication of new brand alliances.     

Industrial global brand leadership: A capabilities view

We examine the global branding programs of five New Zealand industrial firms and identify the salient components and capabilities underpinning these programs. The cases built their respective brand identities around adaptability to customer needs and the provision of a total solution. This identity was built around five capabilities: relational support, coordinating network players, leveraging brand architecture, adding value, and quantifying the intangible. Underpinning these identity promises were five organizational level supportive capabilities: entrepreneurial, reflexive, innovative, brand supportive dominant logic, and executional capabilities. This approach resulted in global brand leadership, but also reflected the fundamental differences between the B2C and B2B realms.     

Speak to head and heart: The effects of linguistic features on B2B brand engagement on social media

Brand engagement on social media increasingly draws B2B brands' attention as it may produce positive WOM and bring branding and financial benefits. However, B2B marketers face challenges in creating compelling brand posts on social media. Beyond ‘knowing what to post’, what is even more challenging for B2B marketers is a lack of knowledge of ‘knowing how to communicate’, i.e., knowing how to design the non-informational cues in brand posts to stimulate brand engagement and generate social media WOM. This research makes initial attempts to address this gap by investigating the impacts of post language on B2B brand engagement on social media. Building on the model of B2B effective communication and theories in linguistics, we identify six linguistic features (i.e., post length, language complexity, visual complexity, emotional cues, interpersonal cues, and multimodal cues in rich media) that influence brand engagement, captured using Twitter likes and retweets. Through analyzing 229,272 tweets collected from 156 B2B brands in 10 industries, we found that, in general, linguistic features that facilitate the central or peripheral route processing will have positive effects, while those that hinder the processing will have negative impacts on brand engagement. This research contributes to our knowledge of B2B social media communication by revealing the power of brand language in driving brand engagement and introducing linguistics as a valuable conceptual lens for maximizing the benefits of B2B marketing content on social media. This research also highlights the interpretative nature of social media communication – B2B brands must go beyond the content purpose and strategy decisions to consider the specific language use and communication style of the message.     

A literature review and future agenda for B2B branding: Challenges of branding in a B2B context

The existing body of research knowledge on brand management has been predominantly derived from business-to-consumer markets, particularly fast moving consumer goods and has only recently started to expand in other contexts. Branding in business-to-business markets has received comparatively little attention in the academic literature due to a belief that industrial buyers are unaffected by the emotional values corresponding to brands. This paper provides a critical discussion of the fragmented literature on business-to-business branding which is organized in five themes: B2B branding benefits; the role of B2B brands in the decision making process; B2B brand architecture; B2B brands as communication enablers and relationship builders; and industrial brand equity. Drawing on the gaps and contradictions in the literature the paper concludes by proposing an agenda for future research.     

Corporate brand strategy formation: Brand actors and the situational context for a business-to-business brand

Prior literature on corporate branding in the business-to-business (B2B) context fails to provide insight into the dynamics of corporate brand strategy formation, despite the critical need for industrial organizations to move beyond a traditional understanding of brands. This article examines the corporate brand strategy formation of a European-based industrial organization by drawing on strategy-as-practice research and thereby identifying the brand actors who participate in corporate brand strategy formation, the construction of manifestations that subject the brand values to experience, and the situational context—all within a single, ongoing, recursive interaction process.     

Relationship marketing and brand involvement of professionals through web-enhanced brand communities: The case of Coloplast

More and more firms are recognizing the advantages of web-enhanced brand communities as a lever for relationship-marketing communication. Brand communities not only provide companies with an additional communication channel, but also allow the possibility of establishing linkages to devoted users. So far, brand community has only been discussed in relation to B2C marketing. However, the effect of using web-enhanced brand communities in a business-to-business (B2B) context may be even greater, inasmuch as professional users have a strong and long-standing interest in exchanging product-related information. Based on the Coloplast case study, this contribution outlines a conceptual model for linking web-enhanced brand community activities and relationship building in B2B markets.     

Relationship marketing and brand involvement of professionals through web-enhanced brand communities: the case of Coloplast

More and more firms are recognizing the advantages of web-enhanced brand communities as a lever for relationship-marketing communication. Brand communities, not only provide companies with an additional communication channel, but also allow the possibility of establishing linkages to devoted users. So far, brand community has only been discussed in relation to B2C marketing. However, the effect of using web-enhanced brand communities in a B2B context may be even greater inasmuch as professional users have a strong and long-standing interest in exchanging product-related information. Based on the Coloplast case study, this contribution outlines a conceptual model for linking web-enhanced brand community activities and relationship building in B2B markets.     

Leveraging brand equity in business-to-business mergers and acquisitions

Every acquisition provokes a branding decision—should the acquirer absorb the acquired business by renaming it under its own name to convey to the market that ownership and the way of doing business has changed, or should it allow the acquired company to continue trading under its old name so as to avoid damage to its existing customer franchise? This is a complex management decision but one which apparently receives little attention. This paper draws on the B2B branding and M&A literatures to create a model of brand equity transfer. The model assumes that rebranding of an acquired company under the name of the new parent can yield positive benefits if the new parent has higher brand equity than the acquired company. A case study of an acquisition of a national construction materials company by a larger international group provides an illustration of the transfer process.     

Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands

Previous research has established the benefits of branding for business-to-business (B2B) organizations. Various tools can be used to support B2B brands, including the internet and other interactive technologies. Yet research on how organizations use Social Networking Sites (SNS) to achieve brand objectives remains limited. This study addresses the gap by focusing on B2B SMEs and their social networking practices, particularly, usage, perceived barriers, and the measurement of effectiveness of SNS as a marketing tool. Findings from a mail survey show that over a quarter of B2B SMEs in the UK are currently using SNS to achieve brand objectives, the most popular of which is to attract new customers. On the other hand, the most significant barrier is the lack of perceived relevance for particular sectors. Notably, the overwhelming majority of users do not adopt any metrics to assess SNS effectiveness. Almost half of the sample of SMEs that currently use SNS have indicated their intention to increase their marketing spending on this channel, highlighting the growing importance of SNS in a B2B context.     

基于消费者效用的品牌权益模型及应用

品牌权益是品牌理论的核心内容之一。本文在现有品牌权益理论的基础上，以品牌战略营销为导向。以创造品牌价值为目标。从消费者效用的角度研究了品牌权益的价值源泉。建立了基于消费者效用的品牌权益模型，探讨了品牌识别系统、品牌的感知效用空间和品牌行为及品牌竞争优势之间的内在关系，提出了建立、维持、利用和提高品牌权益的路径和方法。     

An exploratory investigation of the elements of B2B brand image and its relationship to price premium

Much of the extant work on brand equity in business markets has focused on predicting brand loyalty, as in what brand image elements that make buyers prefer to buy a brand. The question what drives buyers to pay more or less for brands has however been somewhat overlooked, despite price premium being a distinct and economically important outcome of a favourable brand image. In an attempt to answer this question, this paper suggests that the corporate brand image determinants of price premium can be conceptualised into six dimensions: brand familiarity-, product solution-, service-, distribution-, relationship- and company associations. Findings from a small-scale qualitative investigation, based on interviews with buyers of corrugated packaging, are used to illustrate this model as well as to explore its microelements and demonstrate why they can be assumed to be mentally related to buyers' willingness to pay.     

基于B2C平台的平湖服装品牌发展之探析

本文通过对平湖外贸加工服装业转型升级需求的分析,阐述了平湖服装创建自主品牌的必要性及品牌运作过程存在的瓶颈问题,针对潜在的网络消费客户群,提出借助B2C平台的平湖服装品牌发展之路。     

The impact of degenerative episodes on the sponsorship B2B relationship: Implications for brand management

Sponsorship B2B relationships generally are entered into by sponsors seeking brand-related benefits through association with a sport entity brand. Negative incidents involving athletes representing the sport entity may threaten the brands of both the sport and sponsor and can weaken or even dissolve the partnership. The management of these episodes is critical in protecting the sport entity's brand equity, as well as the sponsor's brand, and ultimately the relationship. This study explores multiple stakeholders' perspectives on these degenerative episodes and the potential relational outcomes using a series of depth interviews with major sponsors and sport entities. We identify key constructs such as attribution of blame, societal norms, zone of tolerance and perceived severity which influence whether this behavior acts as a degenerative episode in the relationship. Factors such as existing relationship quality and episode management can affect the impact on the relationship as well as the extent of relational change.     

Managing industrial brand equity: Developing tangible benefits for intangible assets

Young and Rubicam's (Y&R) BrandAsset Valuator® (BAV), commonly used to assess brand equity in consumer markets, was applied to assess the brand health of an industrial B2B supplier. Customers were asked questions about perceived esteem, relevance, knowledge and differentiation of the company to find its strengths and weaknesses. The results were then plotted to reveal the overall customer perception of the company and also its competitors. Through this plot, the strategic direction how to improve the brand equity of the company became clear. Evidence suggests that the BAV can be used in industrial markets to assess the brand equity of the firm.