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

Authors

  • Nikolina Koporčić Åbo Akademi University School of Business and Economics Fänriksgatan 3, 20500 Turku, Finland http://orcid.org/0000-0001-5050-3819
  • Zdravko Tolušić Josip Juraj Strossmayer University of Osijek Faculty of Economics in Osijek Trg Ljudevita Gaja 7, 31000, Osijek, Croatia
  • Zlatko Rešetar University of Applied Sciences Baltazar Zaprešić Vladimira Novaka 23, 10290 Zaprešić, Croatia

Abstract

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

Downloads

Additional Files

Published

2018-01-02

How to Cite

Koporčić, N., Tolušić, Z., & Rešetar, Z. (2018). THE IMPORTANCE OF CORPORATE BRANDS FOR DECISION MAKING IN THE BUSINESS-TO-BUSINESS CONTEXT. Ekonomski vjesnik/Econviews - Review of Contemporary Business, Entrepreneurship and Economic Issues, 30(2), 429–440. Retrieved from https://hrcak.srce.hr/ojs/index.php/ekonomski-vjesnik/article/view/5209

Issue

Vol. 30 No. 2 (2017)

Section

PRELIMINARY COMMUNICATION

License

Upon acceptance of an article for publication in Ekonomski Vjesnik / Econviews – Review of Contemporary Entrepreneurship, Business, and Economic Issues, contributing authors automatically waive their copyright in favour of the journal. The journal reserves copyright of all papers published in it.