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The importance of corporate brands for decision making in business-to-business context

Koporcic, Nikolina; Resetar, Zlatko; Tolusic, Zdravko

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Authors

Nikolina Koporcic

Zlatko Resetar

Zdravko Tolusic



Abstract

Th e 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.

Citation

Koporcic, N., Resetar, Z., & Tolusic, Z. (2018). The importance of corporate brands for decision making in business-to-business context. Ekonomski Vjesnik, 30(2), 429-441

Journal Article Type Article
Acceptance Date Sep 11, 2017
Online Publication Date Jul 3, 2017
Publication Date Jan 2, 2018
Deposit Date Sep 24, 2019
Publicly Available Date Mar 29, 2024
Journal Ekonomski Vjesnik
Print ISSN 0353-359X
Publisher Sveuciliste Josipa Jurja Strossmayera u Osijeku Ekonomski Fakultet
Peer Reviewed Peer Reviewed
Volume 30
Issue 2
Pages 429-441
Keywords Corporate brands, tangible brand attributes, intangible brand attributes, business decisionmaking, emotions
Public URL https://nottingham-repository.worktribe.com/output/2654999
Publisher URL https://hrcak.srce.hr/ojs/index.php/ekonomski-vjesnik/article/view/5209

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