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Lookup NU author(s): Professor Suraksha Gupta
This is the authors' accepted manuscript of an article that has been published in its final definitive form by Emerald Publishing Limited, 2020.
For re-use rights please refer to the publisher's terms and conditions.
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. Keywords: Corporate brand; Corporate brand relationships; business-to-business; brand value; relationship initiation; relationship management
Author(s): Ozdemir S, Eng T, Gupta S, Foroudi P
Publication type: Article
Publication status: Published
Journal: Qualitative Market Research
Year: 2020
Volume: 23
Issue: 4
Pages: 627-661
Print publication date: 11/12/2020
Online publication date: 28/05/2020
Acceptance date: 19/03/2020
Date deposited: 13/02/2020
ISSN (print): 1352-2752
ISSN (electronic): 1758-7646
Publisher: Emerald Publishing Limited
URL: https://doi.org/10.1108/QMR-12-2017-0168
DOI: 10.1108/QMR-12-2017-0168
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