A literature review and future agenda for B2B branding: Challenges of branding in a B2B context

作者：Leek Sheena^*; Christodoulides George

来源：Industrial Marketing Management, 2011, 40(6): 830-837.

DOI：10.1016/j.indmarman.2011.06.006

• Branding
• B2B brands
• Industrial brand equity
• Literature review
• Future research

The existing body of research knowledge on brand management has been predominantly derived from business-to-consumer markets, particularly fast moving consumer goods and has only recently started to expand in other contexts. Branding in business-to-business markets has received comparatively little attention in the academic literature due to a belief that industrial buyers are unaffected by the emotional values corresponding to brands. This paper provides a critical discussion of the fragmented literature on business-to-business branding which is organized in five themes: B2B branding benefits; the role of B2B brands in the decision making process; B2B brand architecture; B2B brands as communication enablers and relationship builders; and industrial brand equity. Drawing on the gaps and contradictions in the literature the paper concludes by proposing an agenda for future research.

• 出版日期2011-8