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

    Leek, S. and Christodoulides, George (2011) A literature review and future agenda for B2B branding: challenges of branding in a B2B context. Industrial Marketing Management 40 (6), pp. 830-837. ISSN 0019-8501.

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    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.


    Item Type: Article
    Keyword(s) / Subject(s): branding, B2B brands, industrial brand equity, literature review, future research
    School: Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
    Depositing User: George Christodoulides
    Date Deposited: 21 Mar 2013 10:59
    Last Modified: 02 Aug 2023 17:02


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