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

Ekonomski vjesnik/Econviews

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Title THE IMPORTANCE OF CORPORATE BRANDS FOR DECISION MAKING IN THE BUSINESS-TO-BUSINESS CONTEXT
 
Creator Koporčić, Nikolina
Tolušić, Zdravko
Rešetar, Zlatko
 
Description 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.Keywords: Corporate brands, tangible brand attributes, intangible brand attributes, business decision-making, emotions
 
Publisher Faculty of Economics in Osijek
 
Contributor —
 
Date 2018-01-02
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier https://hrcak.srce.hr/ojs/index.php/ekonomski-vjesnik/article/view/5209
 
Source Ekonomski vjesnik/Econviews - Review of Contemporary Business, Entrepreneurship and Economic Issues; Vol 30, No 2 (2017); 429-440
Ekonomski vjesnik/Econviews - Review of Contemporary Business, Entrepreneurship and Economic Issues; Vol 30, No 2 (2017); 429-440
1847-2206
0353-359X
 
Language eng
 
Relation https://hrcak.srce.hr/ojs/index.php/ekonomski-vjesnik/article/view/5209/3332
https://hrcak.srce.hr/ojs/index.php/ekonomski-vjesnik/article/downloadSuppFile/5209/3571
 
Rights Copyright (c) 2018 Ekonomski vjesnik/Econviews - Review of Contemporary Business, Entrepreneurship and Economic Issues