Building a warm and competent B2B brand personality
نویسندگان
چکیده
Purpose This study aims to investigate how business-to-business (B2B) companies build brand personality via the products they provide and their interactions with customers. Design/methodology/approach A multiple case study, which spans 10 years, investigates interviews, observations, workshops document analysis two fast-growing B2B selling industrial equipment manufacturers personality. Findings The studied concentrate on different dimensions depending activities in engage. By focusing competence realm of actual product warmth augmented product, manage create a complete consistent Research limitations/implications research approach provides in-depth knowledge brands for specific type product. However, article’s perspective is limited that management therefore does not take customer reactions into account. Practical implications describes firms can strong by emphasizing design R&D related sales service. Originality/value introduces conceptually view form warm competent marketing literature. It builds contributes emerging relating companies’ brand-building sell, this illustrates context affects building, integrating theory levels philosophy, it extends previous branding.
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ژورنال
عنوان ژورنال: European Journal of Marketing
سال: 2022
ISSN: ['0309-0566', '1758-7123']
DOI: https://doi.org/10.1108/ejm-06-2019-0528