Corporate brand expressions in business-to-business companies' websites: Evidence from Brazil and India |
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| Institution: | 1. Open University Business School, Open University, Milton Keynes MK7 6AA, UK;2. University of Minho, School of Economics and Management, 4710–057 Braga, Portugal;3. Kingston Business School, Kingston University, Surrey KT2 7LB, UK;4. Faculdade de Administração, Contabilidade e Economia, Pontifícia Universidade Católica do Rio Grande do Sul, Av. Ipiranga, 6681-90619-900 Porto Alegre, RS, Brazil;1. Technische Universität Braunschweig, Institute of Automotive Management and Industrial Production, Schleinitzstr. 23a, 38106 Braunschweig, Germany;2. Department of Marketing, TU Dortmund University, Otto-Hahn-Str. 6, 44221 Dortmund, Germany;3. Newcastle University Business School, 5 Barrack Road, Newcastle upon Tyne NE1 4SE, United Kingdom;1. The University of Arizona, Retailing & Consumer Sciences, P.O. Box 210078, Tucson, AZ 85721-0078, USA;2. SRH Riedlingen University of Applied Sciences, Lange Straße 19, 88499 Riedlingen, Germany;1. McDonough School of Business Georgetown University 402 Hariri Building Washington DC 20057;2. School of Business, University of Nicosia, Cyprus;3. Prezes Zarządu, Szef Zespołu Badań ul. Kazimierzowska 43/91 02-572 Warszawa;1. Center for Excellence in Brand and Customer Management, Georgia State University, Atlanta 30303, GA, United States;2. J. Mack Robinson College of Business, Georgia State University, Atlanta 30303, GA, United States;3. Huazhong University of Science and Technology, China;1. Asia Europe Business School, Faculty of Economics and Management, East China Normal University, Shanghai 200241, China;2. School of Economics & Management, Wuyi University, Jiangmen 529020, China |
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| Abstract: | In the business-to-business (B2B) domain, the corporate website is an effective platform for communicating the corporate brand (CB) features (e.g., personality, values). Despite the growing importance of websites as the primary means for corporate communication, research on the relevant dimensions for online corporate branding expression is sparse. This study examines the expressions of CBs on the websites of B2B companies in two emerging markets — Brazil and India. In addition, the study investigates whether the dimensions of CB have an effect on the company's financial performance. Findings highlight the following items for CB expressions in the website: CB values; CB personality; sustainability in the CB; CB heritage, and company demographics. There are similarities in the CB expressions in India and Brazil. In addition, the findings show that higher levels of strength in the expression of the CB in the website lead to higher levels of financial performance. Managerial recommendations and avenues for future research are presented. |
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