Corporate branding and value creation for initiating and managing relationships in B2B markets

Ozdemir, Sena, Gupta, Suraksha, Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023, Wright, Len Tiu and Eng, Teck-Yong (2020) Corporate branding and value creation for initiating and managing relationships in B2B markets. Qualitative Market Research: An International Journal, 23 (2) . pp. 627-661. ISSN 1352-2752 [Article] (doi:10.1108/QMR-12-2017-0168)

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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.

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