Purpose In the past decades, a growing body of studies has assessed the importance of brands in business-to-business (B2B) markets. However, until date, a comprehensive understanding of B2B branding strategies is lacking. Hence, the purpose of this paper is to develop a framework to select and manage B2B branding strategies. Design/methodology/approach This study's arguments are developed in line with MacInnis's (2011) guidelines on conceptual contributions in marketing. Findings As a result of the arguments of this study, a framework is developed to identify the relationships between the types of B2B contexts and effective B2B branding strategies.Originality/value This is the first study to provide a comprehensive model of B2B branding strategies. Therefore, it contributes to both advance theoretical knowledge and managerial practice.

A framework to manage business-to-business branding strategies

Cassia, Fabio;
2019-01-01

Abstract

Purpose In the past decades, a growing body of studies has assessed the importance of brands in business-to-business (B2B) markets. However, until date, a comprehensive understanding of B2B branding strategies is lacking. Hence, the purpose of this paper is to develop a framework to select and manage B2B branding strategies. Design/methodology/approach This study's arguments are developed in line with MacInnis's (2011) guidelines on conceptual contributions in marketing. Findings As a result of the arguments of this study, a framework is developed to identify the relationships between the types of B2B contexts and effective B2B branding strategies.Originality/value This is the first study to provide a comprehensive model of B2B branding strategies. Therefore, it contributes to both advance theoretical knowledge and managerial practice.
2019
Corporate brand; Brand; Business-to-business; Industrial brand; Component branding; Brand strategies
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11562/1011316
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