مقاله انگلیسی رایگان در مورد درک احساسات در برندسازی تجارت به تجارت – امرالد 2018

Abstract

This chapter focuses on the importance of emotions, as a notable part of corporate branding in a business-to-business (B2B) context. Since the issue of emotions has often been neglected in B2B branding research, the chapter focuses on ascertaining what kind of emotional differences exist in B2B, compared to B2C context. It also explores how rational versus emotional impressions affect decision-making processes in business environment, and whether the B2B sector can turn emotions into an advantage in corporate branding. The qualitative case study is conducted, focusing on the Suomen Henkilo¨sto¨talo Company. The case offers interesting findings and managerial contributions by highlighting both emotional decision making and the importance of business relationships for strengthening the position of the company in its business market.

Introduction

Apart from the foundations presented in previous chapters, one other important part of B2B branding remains to be explained. This element concerns emotions and its relevance for companies and for the development of its corporate branding. Emotions and how to define them have been the subject of studies for a considerable amount of time. However, there are still difficulties when trying to explain them, and depending on the viewpoint, the explanations are also different. As many academics argue, emotions are the crucial characteristic of human being and these two components, emotions and human beings, cannot be separated from each other (Koporcic, Tolusic, & Resetar, 2017; Solomon, 2007; Ta¨htinen & Blois, 2011). In addition, emotions motivate and manipulate our acts and the way we understand and see others. However, people cannot blame their emotions when making decisions, as an excuse for irrational behavior. Moreover, from a psychological point of view, Salmela (2014) argues that emotions are components of subjective experiences, facial expressions, appraisal processes, which make the wholeness of us. Emotions play an essential role in our lives, which makes us seek an understanding of our own and other’s people behavior (Solomon, 2007). This chapter will focus on the importance and influence of emotions on B2B branding, more specifically on corporate branding. Since the selection of studies about emotions in B2B branding is sparse, the chapter will also include findings from organizational and social psychology research and will compare B2B and B2C contexts. The aim of this study is to discover what kind of differences there are in B2B and B2C contexts, how rational versus emotional impressions affect the decisionmaking process in B2B markets, and whether the companies can use emotions in corporate branding as an advantage in B2B markets.