Nikolina Koporcic
The importance of corporate brands for decision making in business-to-business context
Koporcic, Nikolina; Resetar, Zlatko; Tolusic, Zdravko
Authors
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 |
Files
out
(336 Kb)
PDF
Publisher Licence URL
https://creativecommons.org/licenses/by-nc-nd/4.0/
You might also like
Successful cases of Interactive Network Branding
(2019)
Book Chapter
Corporate Brand Identity Co-creation in Business-to-Business Contexts
(2019)
Journal Article
Downloadable Citations
About Repository@Nottingham
Administrator e-mail: digital-library-support@nottingham.ac.uk
This application uses the following open-source libraries:
SheetJS Community Edition
Apache License Version 2.0 (http://www.apache.org/licenses/)
PDF.js
Apache License Version 2.0 (http://www.apache.org/licenses/)
Font Awesome
SIL OFL 1.1 (http://scripts.sil.org/OFL)
MIT License (http://opensource.org/licenses/mit-license.html)
CC BY 3.0 ( http://creativecommons.org/licenses/by/3.0/)
Powered by Worktribe © 2024
Advanced Search