مقاله انگلیسی رایگان در مورد تأثیر همبستگی ارزش برند بر کیفیت ارتباطات در B2B – الزویر 2018

 

مشخصات مقاله
انتشار مقاله سال 2018
تعداد صفحات مقاله انگلیسی 13 صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
منتشر شده در نشریه الزویر
نوع مقاله ISI
عنوان انگلیسی مقاله Influence of interfirm brand values congruence on relationship qualities in B2B contexts
ترجمه عنوان مقاله تأثیر همبستگی ارزش برند درون شرکتی بر کیفیت ارتباطات در زمینه B2B
فرمت مقاله انگلیسی  PDF
رشته های مرتبط مدیریت
گرایش های مرتبط بازاریابی، مدیریت فناوری اطلاعات
مجله مدیریت بازاریابی صنعتی – Industrial Marketing Management
دانشگاه Asia Europe Business School – East China Normal University – China
کلمات کلیدی ارزش برند، شناسایی برند، حساسیت برند، اعتماد به برند، گفتاری، ایجاد ارزش ارزش
کلمات کلیدی انگلیسی Brand values, Brand identification, Brand sensitivity, Brand trust, Word of mouth, Value co-creation
کد محصول E6613
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1. Introduction

In exceedingly competitive business environments, brand emotional benefits can lead to high satisfaction (Candi & Kahn, 2016; He & Wang, 2014) because commercial buyers are claimed to value the emotional security offered by a brand with a strong, positive image (Roper & Davies, 2010). In practice, B2B marketers have gradually realized the importance of brand information in clients’ purchasing choices and thus, invest considerable resources to create unique brand values and establish differentiated brand images. Accordingly, in academics, a small number of studies have also shown that endowing a brand with human characteristics can create positive emotional associations and bring additional value to companies (Herbst & Merz, 2011; Veloutsou & Taylor, 2012). However, on the whole, the emotional benefits of B2B branding have not aroused sufficient academic attention (Candi & Kahn, 2016). Our comprehensive review of relevant extant literature reveals three important gaps that warrant further investigations. First, to the best of our knowledge, no study incorporates human values into brand concepts and analyzes emotional benefits from the perspective of brand values in the B2B domain. It is noteworthy that as one of core constructs in brand personification, brand personality developed by Aaker (1997) represents an important early effort in analyzing emotional benefits and has been commonly adopted by scholars in the B2B domain as a theoretical basis for research (Herbst & Merz, 2011; Rojas-Méndez, Erenchun-Podlech, & Silva-Olave, 2004; Veloutsou & Taylor, 2012). However, this abstract trait-based construct lacks generalizability in cross-cultural settings (Aaker, Benet-Martínez, & Garolera, 2001; Sung & Tinkham, 2005; Torelli, Monga, and Kaikati, 2012), which limits its usefulness in representing B2B brand concepts and in serving as a brand positioning strategy framework in the context of globalization. In contrast, brand values are motivation-based and driven by human needs. These values have shared meanings across different cultures and thus, can be universally understood (Torelli, Monga, et al., 2012). Therefore, we try to extend human values to B2B brand concepts and provide new insights for B2B companies on their brand positioning strategies. Second, relationship marketing (RM), as one of the dominant mantras in business strategy circles, has garnered extensive attention from both academics and practitioners (Hibbard, Brunel, Dant, & Dawn, 2001; Palmatier, Dant, Grewal, & Evans, 2006; Samaha, Beck, & Palmatier, 2014). So far, few B2B studies have examined RM from the perspective of brand values and explored how similar brand values affect the outcome of RM efforts.