THE IMPORTANCE OF CORPORATE BRANDS FOR DECISION MAKING IN THE BUSINESS-TO-BUSINESS CONTEXT

THE IMPORTANCE OF CORPORATE BRANDS FOR DECISION MAKING IN THE BUSINESS-TO-BUSINESS CONTEXT

The 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 attrib...

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Bibliographic Details
Published in:Ekonomski vjesnik 2017-01, Vol.30 (2), p.429-440
Main Authors: Koporčić, Nikolina, Tolušić, Zdravko, Rešetar, Zlatko
Format: Article
Language:eng
Subjects:
Behaviorism
business decision-making
Business Economy / Management
Business to business commerce
Competition
Competitive advantage
corporate brands
Corporate image
Decision making
Economy
Emotions
intangible brand attributes
Literature reviews
Marketing / Advertising
Product life cycle
Purchasing
Reputations
Studies
Suppliers
tangible brand attributes
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Summary:The 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.
ISSN:0353-359X
1847-2206