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EnglishThe concept of corporate branding is receiving increasing attention in the literature on industrial markets, with several scholars attempting to uncover the meaning of brand in business to business. In this paper, we review the current literature on corporate branding in industrial markets, and we accordingly propose a relational perspective to the study of brand perceptions in business networks. Drawing on this perspective, we advance the view that business actors may hold heterogeneous perceptions of brand images, vis-à-vis the context-specific nature of relations in industrial markets. In order to illustrate our perspective, we introduce a case study where we discuss how the corporate brand of a software company was differently perceived by its five main customers. We also discuss the methodological challenges that we encountered in our attempt to capture brand perceptions in business to business networks. We finally discuss the potential implications of brand heterogeneity in industrial markets, and pinpoint avenues for future research on this topic.
| Autori: | La Rocca, antonella; Comi, Alice; Corsaro, Daniela; Snehota, Ivan |
| Data di pubblicazione: | 2010 |
| Titolo: | Brand Images in business to business |
| Nome del convegno: | Proceedings of Though Leaders International Conference in Brand Management |
| Numero del convegno: | 6 |
| Luogo del convegno: | Lugano |
| Anno del convegno: | 2010 |
| Rilevanza: | internazionale |
| Luogo di pubblicazione: | Lugano |
| Nazione editore: | Switzerland |
| Titolo del libro: | Thought leaders international conference in brand management |
| ISBN: | 978-88-6101-006-2 |
| Numero di pagine: | 15 |
| Revisione (peer review): | esperti anonimi |
| Lingua: | English |
| Settore Scientifico Disciplinare: | Settore SECS-P/08 - Economia e Gestione delle Imprese |
| Abstract: | The concept of corporate branding is receiving increasing attention in the literature on industrial markets, with several scholars attempting to uncover the meaning of brand in business to business. In this paper, we review the current literature on corporate branding in industrial markets, and we accordingly propose a relational perspective to the study of brand perceptions in business networks. Drawing on this perspective, we advance the view that business actors may hold heterogeneous perceptions of brand images, vis-à-vis the context-specific nature of relations in industrial markets. In order to illustrate our perspective, we introduce a case study where we discuss how the corporate brand of a software company was differently perceived by its five main customers. We also discuss the methodological challenges that we encountered in our attempt to capture brand perceptions in business to business networks. We finally discuss the potential implications of brand heterogeneity in industrial markets, and pinpoint avenues for future research on this topic. |
| Numero degli autori: | 4 |
| Supporto: | A stampa |
| Appare nelle tipologie: | 4.01 Contributo in atti di convegno (pubblicato) |
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