When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity

Brown, Brian P.; Zablah, Alex R.; Bellenger, Danny N.; Johnston, Wesley J.

doi:10.1016/j.ijresmar.2011.03.004

Cited by 108 publications

(94 citation statements)

References 69 publications

(88 reference statements)

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“…In another study on the branding of B2B services, Roberts and Merrilees (2007) also conclude that brands are the most important criteria in the case of repurchase/renewal decisions, contributing to customer retention. In an effort to bridge these two perspectives, Brown et al (2011) argue that buying centers are more sensitive to brands when risk is relatively low (e.g. repurchases) and/or relatively high (e.g.…”

Section: Purchase Situationmentioning

confidence: 99%

Determinants of brand relevance in a B2B service purchasing context

Gomes

Fernandes

Brandão

2016

Journal of Business &Amp; Industrial Marketing

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. Determinants of brand relevance in a B2Bservice purchasing context Mariana Gomes, Teresa Fernandes and Amélia BrandãoFaculty of Economics, University of Porto, Porto, Portugal Abstract 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 te...

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Section: Purchase Situationmentioning

confidence: 99%

Determinants of brand relevance in a B2B service purchasing context

Gomes

Fernandes

Brandão

2016

Journal of Business &Amp; Industrial Marketing

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“…O brand equity, no contexto de consumo, tem sido estudado por muitos autores, principalmente nas duas últimas décadas (JUNTUNEN; JUNTENEN; JUGA,2011). Contudo o tema, no contexto industrial, não tem recebido a mesma atenção, confirmam Brown et al (2011), Leek e Christodoulides (2011), Mudambi et al (1997), Kuhn (2008) e Riel et al (2004). Isso pode ocorrer devido à ideia de que as compras corporativas são efetuadas de forma diferente nos dois contextos: consumo individual e industrial (MUDAMBI, et al 1997;HUTT, 2007;FREIJ et al, 2013;ZABLAH et al, 2010;WIND, 1972).…”

Section: Brand Equity No Contexto B2bunclassified

“…Além disso, quando o nível de competitividade determina o contexto das negociações e a sensibilidade ao risco, os compradores industriais são mais sensíveis à marca em ambiente de alto risco e de baixo risco e menos sensíveis em ambiente de risco moderado e sugerem que a marca é importante então para minimização dos riscos de compra, tais como assistência técnica, tempo e recursos restritos, impacto na produtividade da empresa (BROWN et al, 2011), sendo que ela pode agir como um gatilho para a confiança e a satisfação dos clientes e em momentos de crise, a marca pode, apesar das condições desfavoráveis, promover a manutenção das organizações em posições de destaque e liderança e sustentar o nível de lealdade entre seus clientes (BIEDENBACH, 2012).…”

Section: Brand Equity No Contexto B2bunclassified

Brand Equity Da Usiminas: Um Estudo No Setor Siderúrgico Brasileiro De Aços Planos

Bastos

Moura

Christino³

2015

GeS

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“…In addition, there is one more compromising alternative, such as dividing the purchasing situation between high-risk and low-risk. According to Brown et al (2011), in high-risk purchasing situations, brand will matter most and in contrast, in low-risk purchasing situations, attributes such as price will prevail over the importance of brand.…”

Section: Brand Importance In B2b Marketsmentioning

confidence: 99%

The Importance of Brand on B2B Markets: Expert Interviews with Hilti AG Managers

Konečný¹,

Kolouchová²

2013

CEBR

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This paper investigates the importance of brand building in the business-to-business world. Not only B2C companies must take branding into account and put it among their top priorities in order to survive and succeed on the market. The rst part of the article deals with the theoretical background of brand importance and market speci cs of B2B markets and results in the setting of two hypotheses. The following research has to nd out how the managers of a pure business-to-business company perceive the importance of a brand; moreover, it has to evaluate the importance of eight speci c brand building factors. Fourteen expert interviews document the growing of brands in the B2B market and their main aspects. At the end of the article, we will focus on future implications for B2B management. JEL classi cation: M31

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When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity

Cited by 108 publications

References 69 publications

Determinants of brand relevance in a B2B service purchasing context

Determinants of brand relevance in a B2B service purchasing context

Brand Equity Da Usiminas: Um Estudo No Setor Siderúrgico Brasileiro De Aços Planos

The Importance of Brand on B2B Markets: Expert Interviews with Hilti AG Managers

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