THE IMPORTANCE OF CORPORATE BRANDS FOR DECISION MAKING IN THE BUSINESS-TO-BUSINESS CONTEXT
Journal Title: EKONOMSKI VJESNIK / ECONVIEWS Review of contemporary business, entrepreneurship and economic issues - Year 2017, Vol 0, Issue 2
Abstract
The purpose of this paper is to provide a deeper understanding of the importance of the corporate brand for the business-to-business (B2B) context, specifically concerning the buyer and supplier decision-making processes. The paper provides a literature review on tangible and intangible brand attributes, as well as their influence on perceived risks and emotions in decision making. The findings imply that business decision making is not solely rational, and that emotions matter a great deal. The conceptual framework thus presents the process of business decision making in which brand attributes play a focal role for both the buyer and supplier. Research implications include three aspects: the importance of corporate brands and their attributes for reducing a buyer´s perceived risks when choosing a new supplier, the role of corporate brands for strategies that suppliers are using when attracting potential buyers, and the effect of emotions on the mentioned processes. The paper offers a new comprehensive framework for studying decision-making in the B2B context and contributes to corporate branding and decision-making theory development.
Authors and Affiliations
Nikolina Koporčić, Zdravko Tolušić, Zlatko Rešetar
Keywords
Related Articles
- EP ID EP254155
- DOI -
- Views 115
- Downloads 0
The impact of globalization on the economy of the Republic of Croatia
Globalization and globalization processes that have been particularly noticeable in the last few decades have made an impact on the transfer of power centres and have significantly changed the geopolitical picture of the...
Entrepreneurial education - exploring teachers’ creativity in 11 countries
Creativity is considered as one of the main entrepreneurial skills next to leadership and risk taking. Teachers as role models are becoming more aware of the changes needed within themselves and their classrooms and prec...
Measuring ethnocentric tendencies of consumers in Tuzla Canton
Consumer ethnocentrism is a tendency of consumers to buy and consume domestic products and services. The aim of the paper was to identify the key attitudes and barriers related to consumer ethnocentrism, and to examine t...
The impact of individual heterogenity on building consumer loyalty
Consumer loyalty is a powerful source of competitive advantage. Managers should pay more attention to the factors that could improve the long-term relationship between consumers and companies. The aim of this study is to...
Regional development and glocalisation: Theoretical framework
The importance of regions and regional development in modern economies is unquestionable. In this context, the paper aims at elaborating the term of regional development from various angles and in relation to frequently...