مشخصات مقاله | |
ترجمه عنوان مقاله | تعالی بخشی به برندسازی کسب و کار به کسب و کار در زمینه جهانی: ادغام مطالعات موجود و ارائه یک چارچوب مفهومی آینده نگر |
عنوان انگلیسی مقاله | Time analysis of online consumer behavior by decision trees, GUHA association rules, and formal concept analysis |
نشریه | الزویر |
انتشار | مقاله سال ۲۰۲۴ |
تعداد صفحات مقاله انگلیسی | ۲۶ صفحه |
هزینه | دانلود مقاله انگلیسی رایگان میباشد. |
نوع نگارش مقاله |
مقاله پژوهشی (Research Article) |
مقاله بیس | این مقاله بیس میباشد |
نمایه (index) | Scopus – Master Journals List – JCR |
نوع مقاله | ISI |
فرمت مقاله انگلیسی | |
ایمپکت فاکتور(IF) |
۸٫۵۸۱ در سال ۲۰۲۲ |
شاخص H_index | ۱۷۷ در سال ۲۰۲۴ |
شاخص SJR | ۲٫۷۰۵ در سال ۲۰۲۲ |
شناسه ISSN | ۰۰۱۹-۸۵۰۱ |
شاخص Quartile (چارک) | Q1 در سال ۲۰۲۲ |
فرضیه | ندارد |
مدل مفهومی | دارد |
پرسشنامه | ندارد |
متغیر | ندارد |
رفرنس | دارد |
رشته های مرتبط | مدیریت |
گرایش های مرتبط | بازاریابی – مدیریت بازرگانی |
نوع ارائه مقاله |
ژورنال |
مجله | مدیریت بازاریابی صنعتی – Industrial Marketing Management |
دانشگاه | Aston Business School, UK |
کلمات کلیدی | برندسازی، برندسازی کسب و کار به کسب کار جهانی، مرور مطالعات پیشین، متن کاوی، مدل مفهومی آینده |
کلمات کلیدی انگلیسی | Branding, Global B2B branding, Business to business, Literature review, Text mining, Future conceptual model |
شناسه دیجیتال – doi |
https://doi.org/10.1016/j.indmarman.2024.06.006 |
لینک سایت مرجع | https://www.sciencedirect.com/science/article/pii/S0019850124000968 |
کد محصول | e17815 |
وضعیت ترجمه مقاله | ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید. |
دانلود رایگان مقاله | دانلود رایگان مقاله انگلیسی |
سفارش ترجمه این مقاله | سفارش ترجمه این مقاله |
فهرست مطالب مقاله: |
Abstract ۱ Introduction ۲ Method: enhancing systematic understanding through co-citation and text mining ۳ Results: Mapping the Landscape of Global B2B Branding ۴ Co-citation analysis (MDS & HCA) ۵ Text mining ۶ Discussion: Unveiling the B2B branding landscape ۷ Brand performance: non-financial and financial ۸ Limitation CRediT authorship contribution statement Appendix 1 Data availability References |
بخشی از متن مقاله: |
Abstract This study aims to evaluate B2B branding in a global context by constructing a framework for future research, practitioners, and brand managers operating in international B2B markets. Employing co-citation and text-mining techniques to investigate 281 articles, we identified five knowledge fields that map the intellectual structure of this domain: brand equity, industrial branding, brand value, global brand leadership, and relationship marketing. We also gained a deeper understanding of the important topics in global B2B branding literature. This framework not only highlights gaps and challenges in conceptual and methodological approaches but also challenges and extends existing academic discourse. It offers a systematic approach to strategic decision-making and the overhaul of marketing practices, guiding practitioners to navigate the complexities of global B2B branding. Our critical analysis sets a new agenda for future research, calling for a more rigorous and holistic advancement in the field of global B2B branding.
Introduction The global corporate landscape has seen significant expansion in business-to-business (B2B) branding, with giants like Microsoft and IBM demonstrating the critical role of effective branding in achieving competitive advantages ( McKinsey, 2022 ). Effective B2B branding transcends the creation of memorable logos or slogans; it strategically positions companies in ways that resonate globally with business customers, influencing their decision-making processes by establishing trust, demonstrating value, and uniquely highlighting a company’s offerings ( Cartwright et al., 2021 ; Li et al., 2018 ). This strategic influence helps secure and maintain lasting business relationships, differentiates products and services in a competitive market, and enhances a company’s reputation and credibility internationally. Such branding not only justifies premium pricing by emphasizing quality, innovation, and service but also fosters customer loyalty and facilitates market expansion. Loyal customers, who perceive the brand’s offerings as superior, are less likely to switch to competitors and more inclined to advocate for the brand, thus amplifying its competitive advantage. Moreover, recent research by BCG (Boston Consulting Group) and Google underscores the impact of brand marketing in the B2B sector as equal to, or greater than, that in the consumer sector, with well-branded companies achieving greater returns on marketing investments and enhanced audience engagement ( Sheerin et al., 2021 ).
Recent research highlights the critical role of robust global B2B branding in enhancing the decision-making confidence of industrial purchasers ( Anaza et al., 2023 ). Strong global brands not only suggest superior product qualities but also stimulate increased purchasing interest due to their associative aspects ( Brown et al., 2011 ). The complexities inherent in organizational buying models necessitate that B2B brands provide decision-makers with both a rapid and emotionally resonant pathway to finalize their purchase decisions ( Blankson & Kalafatis, 2019 ; Mogaji et al., 2023 ). The dynamic and multifaceted nature of B2B branding has spurred extensive scholarly and practical exploration, resulting in a substantial body of literature ( Deng et al., 2021 ; Zhou et al., 2021 ). However, managers still grapple with significant challenges in implementing and integrating global B2B branding strategies effectively within their organizations. One major difficulty lies in assessing the impact of these strategies and making informed decisions that capitalize on their potential value, a process complicated by the varied dynamics of global markets ( Liu et al., 2020 ).
Results: Mapping the Landscape of Global B2B Branding In this section, we first present the findings of two co-citation analyses both MDS and HCA, focusing on the identification of five distinct knowledge fields that map the landscape of global B2B branding literature. These knowledge fields are brand equity, industrial branding, brand value, global brand leadership, and relationship marketing (see summary of five knowledge fields in Table 2 ). Next, we present the findings of text-mining analysis. |