... with marketing decision-makers for one of the most valuable brands in the world. The role that emotions play in the behavior of organizational buyers is elucidated from the perspective of these marketing professionals. Findings Emotions are prevalent at all stages in the organizational decision-making...

... This study aims to investigate the determinants of own-branding strategy and whether branding contributes to higher profitability among industrial firms. Building a strong brand can be a source of competitive advantage. However, brands may not be equally important to all firms, especially in the business...

...Eric Viardot Eric Viardot can be contacted at: eviardot@eada.edu 12 11 2014 20 02 2015 23 06 2015 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only This paper aims to explore whether consumer goods brands (CGBs) have...

... the impact of ingredient advertising on the demand for host products, in which the advertised ingredients are incorporated. It is demonstrated that consumer advertising positively affects the attitude and purchase intention toward the host brand that incorporates the advertised industrial product. It is also...

...Mariana Gomes; Teresa Fernandes; Amélia Brandão Purpose – Brands have traditionally been regarded as a key asset and a source of competitive advantage in purchasing decisions, as customers are expected to prefer stronger brands to minimize risks. However, the role of brands in business markets...

...Dimitra Papadimitriou; Kyriaki Kiki Kaplanidou; Nikolaos Papacharalampous Purpose – The purpose of this study is to explore how event volunteers, athletes and onsite spectators perceive the impact of sport event sponsorship on future purchase intentions of the event sponsor brand. Design...

... – contract manufacturing and branding? Do branding firms perform better than contract manufacturing firms after controlling for endogeneity bias? Do firms usually choose their strategy (contract manufacturing/branding) appropriately to achieve a better performance under the conditions they encounter...

... the incremental impact of sponsorship is slight for brands with very little or very strong attitudes established towards the brand. The most dramatic influence that sponsorship‐linked marketing will have is for those sponsors with a moderate amount of established brand attitude. The authors also present...

... about product and/or service quality. This paper aims to show that a credible quality signal provided by the wholesaler, the wholesale brand, can effectively reduce buyer uncertainty. Design/methodology/approach Using structural equation modelling methodology in the context of 569 buyers across 52...

... against follower brands, retailer's conditions) do not explain it completely. This paper seeks to provide an additional explanation. Design/methodology/approach An economic model of vertical differentiation is proposed. Findings The model shows that, once the retailer has decided to introduce...

... how customers evaluate firms in a strategic, B2B service network and how their assessment of firms involved in co‐producing after‐sales service affects their evaluations of a focal selling firm. These evaluations include the key relational outcomes of brand image, satisfaction, and behavioral...

...Michael Beverland; Adam Lindgreen; Julie Napoli; Jane Roberts; Bill Merrilees Purpose The paper seeks to investigate the role of branding in a B2B service context. Design/methodology/approach This paper focuses on a particular B2B service industry, namely leasing mall space to retail tenants...

...Michael Beverland; Adam Lindgreen; Julie Napoli; Michael Beverland; Julie Napoli; Raisa Yakimova Purpose The paper seeks to provide a framework identifying key attributes that business marketers can use to build a strong brand identity. Design/methodology/approach The article is theoretical...

...Michael Beverland; Adam Lindgreen; Julie Napoli; Mark S. Glynn; Judy Motion; Roderick J. Brodie Purpose The aim of the paper is to develop a conceptual framework that explores the sources of manufacturer brand benefits for resellers. Design/methodology/approach The paper reports a qualitative...

...Michael Beverland; Adam Lindgreen; Julie Napoli; Anna Blombäck; Björn Axelsson Purpose Despite the increased focus on brands in B2B markets, little research to date has focused on understanding the role brands play in different B2B contexts. To make a contribution in this area, the article aims...

.... Suggests that this segment is located between and betwixt the business‐to‐business and the consumer markets as both utilitarian‐driven (brand trust) and symbolic/value‐driven (brand affect) criteria are necessary for establishing long‐term relationships. Suggests that investigating the role of brand affect...

...Michael K. Rich In the USA, brand is generally considered part of the value of goodwill – not a specific line item under assets. It is not easy to place a financial value on a brand. However, to manage brand ultimately as a profit driver, you have to rethink your management approach. Your brand...

... on the types of issues to be addressed. And Aaker’s (1996) model for brand identity planning includes dimensions and beliefs to be addressed. However, the actual steps taken to achieve the strategy are not so clearly defined. © MCB UP Limited 2000 Marketing strategy Positioning Creativity...

... in Greece. Investigates how brand managers in the pharmaceutical and other fast‐moving consumer goods industries view their relationships with their various interfaces, by analysing the allocation of their working time, the level of contact, and the perceived significance and quality of relationships...