Towards an Integrative Framework of B2B Branding– A Bibliometric Study and Conceptual Analysis
نویسندگان
چکیده
The purpose of this paper is to identify the most influential publications addressing B2B branding, and based on their contributions, tentatively propose a framework of business-tobusiness (B2B) branding. We use bibliometric methodology, exploring some of the most cited B2B branding literature, in order to discover the determinants and benefits of a strong B2B brand. Analysis of the selected publications indicates that the most significant determinants of a strong B2B brand are quality, reliability, distribution services, supplier reputation and support services. Respectively, price premium, halo-effect, reduction in risk, customer confidence, differentiation, loyalty, barriers to rival entry and referrals were perceived as the most significant benefits of having a strong B2B brand.
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