Determinants of brand relevance in a B2B service purchasing context

被引:29
|
作者
Gomes, Mariana [1 ]
Fernandes, Teresa [1 ]
Brandao, Amelia [1 ]
机构
[1] Univ Porto, Fac Econ, Rua Campo Alegre 823, P-4100 Oporto, Portugal
关键词
Service; Determinants; Purchasing; Brands; Relevance; Business-to-business marketing; MARKETS; EQUITY; CHALLENGES; REPUTATION; DECISION; PRODUCT; IMPACT; IMAGE;
D O I
10.1108/JBIM-08-2014-0151
中图分类号
F [经济];
学科分类号
02 ;
摘要
Purpose - Brands have traditionally been regarded as a key asset and a source of competitive advantage in purchasing decisions, as customers are expected to prefer stronger brands to minimize risks. However, the role of brands in business markets is unclear and underresearched. The purpose of this study is to analyze the relevance of brands in a business-to-business (B2B) purchase setting and their key determinants. Design Methodology/approach - A research model was developed to explain brand relevance when compared with other decision factors in a B2B context. Based on the frameworks developed by Zablah et al. (2010) and Mudambi (2002), the model considers the purchase situation, decision-maker characteristics and firm size as determinants of brand relevance in the decision-making process. One of the most prominent Portuguese construction groups, which comprised three companies, was chosen for the sample of this study. Data were collected through a self-administered, online, cross-sectional survey, resulting in a convenience sample of 87 decision-makers. Findings - Findings suggest that attributes related with brands matter even in B2B rational decision-making processes. However, brands are not important to all organizational buyers or in all situations. Different purchase situations and decision-maker characteristics proved to have an impact on brand relevance, namely, brand reputation, prior purchases and brand awareness. Only firm size was not confirmed as a determinant of brand relevance in the B2B purchasing process. Originality/value - B2B brand research is scarce, especially for industrial services. By investigating the determinants of brand relevance in a B2B purchasing context, namely, in a construction services setting, this study contributes to bridging this literature gap. Moreover, the few studies on the subject have been largely descriptive in nature and managerially oriented, while this investigation emphasizes hypothesis testing through a proposed research framework. Also, in managerial terms, identifying determinants of the importance given to brands by organizational buyers is critical in deciding when investment in brand development is more likely to payoff.
引用
收藏
页码:193 / 204
页数:12
相关论文
共 50 条
  • [1] Putting the "service" into B2B marketing: key developments in service research and their relevance for B2B
    Wirtz, Fochen
    Kowalkowski, Christian
    [J]. JOURNAL OF BUSINESS & INDUSTRIAL MARKETING, 2023, 38 (02) : 272 - 289
  • [2] B2B service brand identity and brand performance An empirical investigation in the UK's B2B IT services sector
    Coleman, Darren Andrew
    de Chernatony, Leslie
    Christodoulides, George
    [J]. EUROPEAN JOURNAL OF MARKETING, 2015, 49 (7-8) : 1139 - 1162
  • [3] Antecedents and consequences of reliance in the context of B2B brand image
    Kittur, Prathamesh
    Chatterjee, Swagato
    Upadhyay, Amit
    [J]. JOURNAL OF BUSINESS & INDUSTRIAL MARKETING, 2023, 38 (01) : 102 - 117
  • [4] B2B services: linking service loyalty and brand equity
    Rauyruen, Papassapa
    Miller, Kenneth E.
    Groth, Markus
    [J]. JOURNAL OF SERVICES MARKETING, 2009, 23 (2-3) : 175 - 185
  • [5] B2B service brand identity: Scale development and validation
    Coleman, Darren
    de Chernatony, Leslie
    Christodoulides, George
    [J]. INDUSTRIAL MARKETING MANAGEMENT, 2011, 40 (07) : 1063 - 1071
  • [6] To invest, or not to invest, in brands? Drivers of brand relevance in B2B markets
    Backhaus, Klaus
    Steiner, Michael
    Luegger, Kai
    [J]. INDUSTRIAL MARKETING MANAGEMENT, 2011, 40 (07) : 1082 - 1092
  • [7] Branding a B2B service: Does a brand differentiate a logistics service provider?
    Davis, Donna F.
    Golicic, Susan L.
    Marquardt, Adam J.
    [J]. INDUSTRIAL MARKETING MANAGEMENT, 2008, 37 (02) : 218 - 227
  • [8] B2B Brand Architecture
    Muylle, Steve
    Dawar, Niraj
    Rangarajan, Deva
    [J]. CALIFORNIA MANAGEMENT REVIEW, 2012, 54 (02) : 58 - 71
  • [9] An application of Keller's brand equity model in a B2B context
    Kuhn, Kerri-Ann L.
    Alpert, Frank
    Pope, Nigel K. Ll.
    [J]. QUALITATIVE MARKET RESEARCH, 2008, 11 (01): : 40 - +
  • [10] Key determinants of social media adoption in the B2B context
    Marcos, Anabela de Figueiredo
    Leira, Mariana Martinho
    [J]. 2019 14TH IBERIAN CONFERENCE ON INFORMATION SYSTEMS AND TECHNOLOGIES (CISTI), 2019,