Corporate branding and value creation for initiating and managing relationships in B2B markets

Article

Ozdemir, S., Gupta, S., Foroudi, P., Wright, L. and Eng, T. 2020. Corporate branding and value creation for initiating and managing relationships in B2B markets. Qualitative Market Research: An International Journal. 23 (2), pp. 627-661. https://doi.org/10.1108/QMR-12-2017-0168
TypeArticle
TitleCorporate branding and value creation for initiating and managing relationships in B2B markets
AuthorsOzdemir, S., Gupta, S., Foroudi, P., Wright, L. and Eng, T.
Abstract

Purpose
This study aims to fill a gap in branding literature concerning the effect of corporate brand relationships on brand value through the case study method in a business-to-business (B2B) context. The objectives of this study can be framed in three questions: (1) what are the main constituents of a corporate brand; (2) how does a corporate brand generate tangible and intangible brand value for their business customers; and (3) how do tangible and intangible brand benefits influence relationship initiation and management practices of the case companies?
Design/methodology/approach
The study adopts a qualitative multiple case study design by using archival data, and both in-depth telephone and online interviews with senior representatives of the case study companies to investigate corporate branding and associated issues in a B2B context.
Findings
From a managerial perspective, this study reveals that corporate business culture, brand relationships, products, and corporate identity and personality as the main constituents of a corporate brand in a B2B context. The results show that a corporate brand can generate intangible and tangible brand value benefits for business customers. The findings also note the importance of the brand value in enhancing relationship initiation.
Originality/value
The study contributes to the branding literature by developing a conceptual model that explains the development and role of the corporate brand in a B2B context with its associated value creation and brand management outcomes. The findings advance brand management literature on business relationships, which addresses a gap in B2B contexts rather than mainly about product brand management and value creation in B2C contexts.

PublisherEmerald Publishing Limited
JournalQualitative Market Research: An International Journal
ISSN1352-2752
Publication dates
Online27 May 2020
Print11 Dec 2020
Publication process dates
Deposited23 Mar 2020
Submitted16 Mar 2018
Accepted19 Mar 2020
Output statusPublished
Accepted author manuscript
Copyright Statement

Publisher: Emerald Publishing Limited
Copyright © 2020 Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher

Digital Object Identifier (DOI)https://doi.org/10.1108/QMR-12-2017-0168
LanguageEnglish
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Imani, S., Foroudi, P., Seyyed Amiri, N. and Dehghani, N. 2020. Improving employees' performance through internal marketing and organizational learning: mediating role of organizational innovation in an emerging market. Cogent Business & Management. 7 (1), pp. 1-23. https://doi.org/10.1080/23311975.2020.1762963
Leaders or organisations? A comparison study of factors affecting organisational citizenship behaviour in independent hotels
Nazarian, A., Atkinson, P., Foroudi, P. and Edirisinghe, D. 2020. Leaders or organisations? A comparison study of factors affecting organisational citizenship behaviour in independent hotels. International Journal of Contemporary Hospitality Management. 32 (6), pp. 2055-2074. https://doi.org/10.1108/IJCHM-05-2019-0463
Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility
Hussain, S., Melewar, T., Priporas, C., Foroudi, P. and Dennis, C. 2020. Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility. Journal of Business Research. 109, pp. 472-488. https://doi.org/10.1016/j.jbusres.2019.11.079
A holistic framework of corporate website favourability
Ageeva, E., Foroudi, P., Melewar, T., Nguyen, B. and Dennis, C. 2020. A holistic framework of corporate website favourability. Corporate Reputation Review. 23 (3), pp. 201-214. https://doi.org/10.1057/s41299-019-00079-9
Corporate identity and social media: existence and extension of the organization
Devereux, L., Melewar, T. and Foroudi, P. 2017. Corporate identity and social media: existence and extension of the organization. International Studies of Management and Organization. 47 (2), pp. 110-134.
Explicating place identity attitudes, place architecture attitudes, and identification triad theory
Foroudi, M., Balmer, J., Chen, W., Foroudi, P. and Paschalia, P. 2020. Explicating place identity attitudes, place architecture attitudes, and identification triad theory. Journal of Business Research. 109, pp. 321-336. https://doi.org/10.1016/j.jbusres.2019.12.010
Continuance interaction intention in retailing: relations between customer values, satisfaction, loyalty, and identification
Foroudi, P., Cuomo, M. and Foroudi, M. 2020. Continuance interaction intention in retailing: relations between customer values, satisfaction, loyalty, and identification. Information Technology and People. 33 (4), pp. 1303-1326. https://doi.org/10.1108/ITP-09-2018-0421
The effect of fashion e-blogs on women's intention to use
Foroudi, P., Nazarian, A. and Aziz, U. 2020. The effect of fashion e-blogs on women's intention to use. in: Rana, N., Slade, E., Sahu, G., Kizgin, H., Singh, N., Dey, B., Gutierrez, A. and Dwivedi, Y. (ed.) Digital and Social Media Marketing: Emerging Applications and Theoretical Development Springer International Publishing. pp. 19-40
Country-of-origin effect and millennials’ wine preferences-a comparative experiment
Foroudi, P., Cuomo, M., Rossi, M. and Festa, G. 2020. Country-of-origin effect and millennials’ wine preferences-a comparative experiment. British Food Journal. 122 (8), pp. 2425-2441. https://doi.org/10.1108/BFJ-06-2019-0468
Love is the bridge between you and everything: relationships of identity, experience, and benevolence to travelers’ loyalty and willingness to purchase
Foroudi, P. and Marvi, R. 2019. Love is the bridge between you and everything: relationships of identity, experience, and benevolence to travelers’ loyalty and willingness to purchase. in: Tajeddini, K., Ratten, V. and Merkle, T. (ed.) Tourism, Hospitality and Digital Transformation: Strategic Management Aspects Routledge. pp. 47-71
Does corporate reputation matter? Role of social media in consumer intention to purchase innovative food product
Balakrishnan, J. and Foroudi, P. 2020. Does corporate reputation matter? Role of social media in consumer intention to purchase innovative food product. Corporate Reputation Review. 23 (3), pp. 181-200.
Rethinking the nexus of TV series/movies and destination image: changing perceptions through sensorial cues and authentic identity of a city
Akarsu, T., Foroudi, P. and Melewar, T. 2019. Rethinking the nexus of TV series/movies and destination image: changing perceptions through sensorial cues and authentic identity of a city. in: Foroudi, P., Mauri, C., Dennis, C. and Melewar, T. (ed.) Place Branding: Connecting Tourist Experiences to Places Routledge. pp. 209-224
Towards the development of community commitment based on musical events in the Dominican Republic
Foroudi, P., Imani, S., Foroudi, M. and Espinal, M. 2019. Towards the development of community commitment based on musical events in the Dominican Republic. in: Foroudi, P., Mauri, C., Dennis, C. and Melewar, T. (ed.) Place Branding: Connecting Tourist Experiences to Places Routledge. pp. 182-206
Whispering experience: configuring the symmetrical and asymmetrical paths to travelers' satisfaction and passion
Foroudi, P., Marvi, R. and Nazarian, A. 2019. Whispering experience: configuring the symmetrical and asymmetrical paths to travelers' satisfaction and passion. in: Foroudi, P., Mauri, C., Dennis, C. and Melewar, T. (ed.) Place Branding: Connecting Tourist Experiences to Places Routledge. pp. 160-181
A land for all season: the effect of travelers' orientation on awareness, satisfaction, place image, and travelers' loyalty
Foroudi, P., Tajeddini, K. and Marvi, R. 2019. A land for all season: the effect of travelers' orientation on awareness, satisfaction, place image, and travelers' loyalty. in: Foroudi, P., Mauri, C., Dennis, C. and Melewar, T. (ed.) Place Branding: Connecting Tourist Experiences to Places Routledge. pp. 109-143
Examining the destination website: a case of Visit Tatarstan
Ageeva, E. and Foroudi, P. 2019. Examining the destination website: a case of Visit Tatarstan. in: Foroudi, P., Mauri, C., Dennis, C. and Melewar, T. (ed.) Place Branding: Connecting Tourist Experiences to Places Routledge. pp. 267-284
Linking identity and heritage with image and a reputation for competition
Foroudi, P., Cuomo, M., Foroudi, M., Katsikeas, C. and Gupta, S. 2020. Linking identity and heritage with image and a reputation for competition. Journal of Business Research. 113, pp. 371-325. https://doi.org/10.1016/j.jbusres.2019.09.042
Innovation starts at the storefront: modelling consumer behaviour towards storefront windows enriched with innovative technologies
Pantano, E., Priporas, C. and Foroudi, P. 2019. Innovation starts at the storefront: modelling consumer behaviour towards storefront windows enriched with innovative technologies. International Journal of Retail & Distribution Management. 47 (2), pp. 202-219. https://doi.org/10.1108/IJRDM-07-2018-0120
Establishing psychological relationship between female customers and retailers: a study of the small to medium scale clothing retail industry
Edirisinghe, D., Nazarian, A., Foroudi, P. and Lindridge, A. 2020. Establishing psychological relationship between female customers and retailers: a study of the small to medium scale clothing retail industry. Qualitative Market Research: An International Journal. 23 (3), pp. 471-501. https://doi.org/10.1108/qmr-12-2017-0167
Tourist's destination image through regional tourism: from supply and demand sides perspectives
Ageeva, E. and Foroudi, P. 2011. Tourist's destination image through regional tourism: from supply and demand sides perspectives. Journal of Business Research. 101, pp. 334-348. https://doi.org/10.1016/j.jbusres.2019.04.034
Finding the right management approach in independent hotels
Nazarian, A., Atkinson, P., Foroudi, P. and Dennis, K. 2019. Finding the right management approach in independent hotels. International Journal of Contemporary Hospitality Management. 31 (7), pp. 2862-2883. https://doi.org/10.1108/IJCHM-08-2018-0700
Celebrity endorsement and the attitude towards luxury brands for a sustainable consumption
Cuomo, M., Foroudi, P., Tortora, D., Hussain, S. and Melewar, T. 2019. Celebrity endorsement and the attitude towards luxury brands for a sustainable consumption. Sustainability. 11 (23). https://doi.org/10.3390/su11236791
Evaluating the factors of corporate website favorability: a case of UK and Russia
Ageeva, E., Melewar, T., Foroudi, P. and Dennis, C. 2019. Evaluating the factors of corporate website favorability: a case of UK and Russia. Qualitative Market Research: An International Journal. 22 (5), pp. 687-715. https://doi.org/10.1108/QMR-09-2017-0122
Cues adopted by consumers in examining corporate website favorability: an empirical study of financial institutions in the UK and Russia
Ageeva, E., Melewar, T., Foroudi, P. and Dennis, C. 2019. Cues adopted by consumers in examining corporate website favorability: an empirical study of financial institutions in the UK and Russia. Journal of Business Research. 98, pp. 15-32. https://doi.org/10.1016/j.jbusres.2018.12.079
Knowledge sharing by entrepreneurs in a virtual community of practice (VCoP)
Hafeez, K., Alghatas, F., Foroudi, P., Nguyen, B. and Gupta, S. 2019. Knowledge sharing by entrepreneurs in a virtual community of practice (VCoP). Information Technology and People. 32 (2), pp. 405-429. https://doi.org/10.1108/itp-09-2016-0202
How to boost place branding leveraging on community relations: an exploration of the banking sector in Ghana
Palazzo, M., Deigh, L., Foroudi, P. and Siano, A. 2020. How to boost place branding leveraging on community relations: an exploration of the banking sector in Ghana. Qualitative Market Research: An International Journal. 23 (4), pp. 933-960. https://doi.org/10.1108/qmr-01-2018-0013
Relationship between corporate identity, place architecture, and identification: an exploratory case study
Foroudi, M., Balmer, J., Chen, W. and Foroudi, P. 2019. Relationship between corporate identity, place architecture, and identification: an exploratory case study. Qualitative Market Research: An International Journal. 22 (5), pp. 638-668. https://doi.org/10.1108/QMR-03-2017-0076
Far apart yet close: social media on acculturation among international students in the UK
Yu, Q., Foroudi, P. and Gupta, S. 2019. Far apart yet close: social media on acculturation among international students in the UK. Technological Forecasting and Social Change. 145, pp. 493-502. https://doi.org/10.1016/j.techfore.2018.09.026
Mediating effect of intrinsic motivation on the relationship between Islamic work ethic, job satisfaction, and organizational commitment in banking sector
Gheitani, A., Imani, S., Seyyedamiri, N. and Foroudi, P. 2019. Mediating effect of intrinsic motivation on the relationship between Islamic work ethic, job satisfaction, and organizational commitment in banking sector. International Journal of Islamic and Middle Eastern Finance and Management. 12 (1), pp. 76-95. https://doi.org/10.1108/IMEFM-01-2018-0029
Enhancing university brand image and reputation through customer value co-creation behaviour
Foroudi, P., Yu, Q., Gupta, S. and Foroudi, M. 2019. Enhancing university brand image and reputation through customer value co-creation behaviour. Technological Forecasting and Social Change. 138, pp. 218-227. https://doi.org/10.1016/j.techfore.2018.09.006
Marketing management capability: the construct, and its dimensions: an examination of managers' and entrepreneurs' perceptions in a retail setting
Brown, D., Foroudi, P. and Hafeez, K. 2019. Marketing management capability: the construct, and its dimensions: an examination of managers' and entrepreneurs' perceptions in a retail setting. Qualitative Market Research: An International Journal. 22 (5), pp. 609-637. https://doi.org/10.1108/QMR-10-2017-0131
Developing corporate communications: insights from the Italian scenario
Palazzo, M., Foroudi, P., Kitchen, P. and Siano, A. 2020. Developing corporate communications: insights from the Italian scenario. Qualitative Market Research: An International Journal. 23 (3), pp. 407-426. https://doi.org/10.1108/QMR-12-2017-0185
Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry's brand performance
Foroudi, P. 2019. Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry's brand performance. International Journal of Hospitality Management. 76 (Part A), pp. 271-285. https://doi.org/10.1016/j.ijhm.2018.05.016
Investigating relationship types for creating brand value for resellers
Gupta, S., Foroudi, P. and Yen, D. 2018. Investigating relationship types for creating brand value for resellers. Industrial Marketing Management. 72, pp. 37-47. https://doi.org/10.1016/j.indmarman.2018.03.012
How do entrepreneurs learn and engage in an online community-of-practice? A case study approach
Hafeez, K., Foroudi, P., Nguyen, B., Gupta, S. and Alghatas, F. 2018. How do entrepreneurs learn and engage in an online community-of-practice? A case study approach. Behaviour and Information Technology. 37 (7), pp. 714-735. https://doi.org/10.1080/0144929X.2018.1474255
An integrated core competence evaluation framework for portfolio management in the oil industry
Hafeez, K., Foroudi, P. and Nguyen, B. 2019. An integrated core competence evaluation framework for portfolio management in the oil industry. International Journal of Management and Decision Making. 18 (3), pp. 229-256. https://doi.org/10.1504/ijmdm.2019.10014615
Conceptualizing and managing corporate logo: a qualitative study
Foroudi, P., Foroudi, M., Nguyen, B. and Gupta, S. 2019. Conceptualizing and managing corporate logo: a qualitative study. Qualitative Market Research: An International Journal. 22 (3), pp. 381-404. https://doi.org/10.1108/QMR-04-2017-0080
Investigating relationship types for creating brand value for resellers
Gupta, S., Foroudi, P. and Yen, D. 2018. Investigating relationship types for creating brand value for resellers. Industrial Marketing Management. 72, pp. 37-47. https://doi.org/10.1016/j.indmarman.2018.03.012
Examining the influence of corporate website favorability on corporate image and corporate reputation: findings from fsQCA
Ageeva, E., Melewar, T., Foroudi, P., Dennis, C. and Jin, Z. 2018. Examining the influence of corporate website favorability on corporate image and corporate reputation: findings from fsQCA. Journal of Business Research. 89, pp. 287-304. https://doi.org/10.1016/j.jbusres.2018.01.036
The role of physical metaphors for decision-making in integrated corporate communication
Siano, A., Vollero, A., Volpe, M., Confetto, M., Foroudi, P. and Palazzo, M. 2018. The role of physical metaphors for decision-making in integrated corporate communication. The Bottom Line. 31 (1), pp. 42-55. https://doi.org/10.1108/bl-09-2017-0030
A framework for business model with strategic innovation in ICT firms: the importance of information
Faghih, N., Dastourian, B., Sajadi, S., Henten, A. and Foroudi, P. 2018. A framework for business model with strategic innovation in ICT firms: the importance of information. The Bottom Line. 31 (1), pp. 16-41. https://doi.org/10.1108/bl-01-2018-0002
Perceptional components of brand equity: configuring the symmetrical and asymmetrical paths to brand loyalty and brand purchase intention
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. and Kitchen, P. 2018. Perceptional components of brand equity: configuring the symmetrical and asymmetrical paths to brand loyalty and brand purchase intention. Journal of Business Research. 89, pp. 462-474. https://doi.org/10.1016/j.jbusres.2018.01.031
The role of corporate identity management in the higher education sector: an exploratory case study
Melewar, T., Foroudi, P., Dinnie, K. and Nguyen, B. 2018. The role of corporate identity management in the higher education sector: an exploratory case study. Journal of Marketing Communications. 24 (4), pp. 337-359. https://doi.org/10.1080/13527266.2017.1414073
Investigating the effects of smart technology on customer dynamics and customer experience
Foroudi, P., Gupta, S., Sivarajah, U. and Broderick, A. 2018. Investigating the effects of smart technology on customer dynamics and customer experience. Computers in Human Behavior. 80, pp. 271-282. https://doi.org/10.1016/j.chb.2017.11.014
PROMISING THE DREAM: Changing destination image of London through the effect of website place
Foroudi, P., Akarsu, T., Ageeva, E., Foroudi, M., Dennis, C. and Melewar, T. 2018. PROMISING THE DREAM: Changing destination image of London through the effect of website place. Journal of Business Research. 83, pp. 97-110. https://doi.org/10.1016/j.jbusres.2017.10.003
The value and significance of corporate community relations: an Italian SME perspective
Palazzo, M., Foroudi, P., Siano, A. and Kitchen, P. 2017. The value and significance of corporate community relations: an Italian SME perspective. The Bottom Line. 30 (4), pp. 330-344. https://doi.org/10.1108/BL-08-2017-0019
Information technology directors' efforts on innovation, integrated marketing communications and brand equity
Seyyed Amiri, N., Dastourian, B., Foroudi, P. and Nankali, A. 2017. Information technology directors' efforts on innovation, integrated marketing communications and brand equity. The Bottom Line. 30 (4), pp. 297-309. https://doi.org/10.1108/BL-08-2017-0022
Corporate e-communication: its relationship with the corporate logo in the construction of digital interaction platforms
Foroudi, P. and Montes, E. 2017. Corporate e-communication: its relationship with the corporate logo in the construction of digital interaction platforms. The Bottom Line. 30 (3), pp. 201-215. https://doi.org/10.1108/bl-08-2017-0023
Rethinking Bernstein communication wheel: a re-visitation of a communication tool
Siano, A., Palazzo, M., Foroudi, P. and Vollero, A. 2017. Rethinking Bernstein communication wheel: a re-visitation of a communication tool. The Bottom Line. 30 (3), pp. 186-194. https://doi.org/10.1108/BL-08-2017-0018
Why leadership style matters: a closer look at transformational leadership and internal marketing
Akbari, M., Seyyed Amiri, N., Imani, S., Rezaeei, N. and Foroudi, P. 2017. Why leadership style matters: a closer look at transformational leadership and internal marketing. The Bottom Line. 30 (4), pp. 258-278. https://doi.org/10.1108/BL-08-2017-0021
Digital technology and marketing management capability: achieving growth in SMEs
Foroudi, P., Gupta, S., Nazarian, A. and Duda, M. 2017. Digital technology and marketing management capability: achieving growth in SMEs. Qualitative Market Research: An International Journal. 20 (2), pp. 230-246. https://doi.org/10.1108/QMR-01-2017-0014
Influence of national culture and balanced organizational culture on the hotel industry's performance
Nazarian, A., Atkinson, P. and Foroudi, P. 2017. Influence of national culture and balanced organizational culture on the hotel industry's performance. International Journal of Hospitality Management. 63, pp. 22-32. https://doi.org/10.1016/j.ijhm.2017.01.003
Integrating identity, strategy and communications for trust, loyalty and commitment
Melewar, T., Foroudi, P., Gupta, S., Kitchen, P. and Foroudi, M. 2017. Integrating identity, strategy and communications for trust, loyalty and commitment. European Journal of Marketing. 51 (3), pp. 572-604. https://doi.org/10.1108/EJM-08-2015-0616
IMC antecedents and the consequences of planned brand identity in higher education
Foroudi, P., Dinnie, K., Kitchen, P., Melewar, T. and Foroudi, M. 2017. IMC antecedents and the consequences of planned brand identity in higher education. European Journal of Marketing. 51 (3), pp. 528-550. https://doi.org/10.1108/EJM-08-2015-0527
Corporate logo: history, definition, and components
Foroudi, P., Melewar, T. and Gupta, S. 2017. Corporate logo: history, definition, and components. International Studies of Management and Organization. 47 (2), pp. 176-196. https://doi.org/10.1080/00208825.2017.1256166
The role of place branding and image in the development of sectoral clusters: the case of Dubai
Hafeez, K., Foroudi, P., Keith, D., Nguyen, B. and Parahoo, S. 2016. The role of place branding and image in the development of sectoral clusters: the case of Dubai. Journal of Brand Management. 23 (4), pp. 383-402. https://doi.org/10.1057/bm.2016.18
A framework of place branding, place image, and place reputation: antecedents and moderators
Foroudi, P., Gupta, S., Kitchen, P., Foroudi, M. and Nguyen, B. 2016. A framework of place branding, place image, and place reputation: antecedents and moderators. Qualitative Market Research: An International Journal. 19 (2), pp. 241-264. https://doi.org/10.1108/QMR-02-2016-0020
Linking corporate logo, corporate image, and reputation: an examination of consumer perceptions in the financial setting
Foroudi, P., Melewar, T. and Gupta, S. 2014. Linking corporate logo, corporate image, and reputation: an examination of consumer perceptions in the financial setting. Journal of Business Research. 67 (11), pp. 2269-2281. https://doi.org/10.1016/j.jbusres.2014.06.015
Evaluating the impact of corporate logos towards corporate reputation: a case of Persia and Mexico
Foroudi, P., Hafeez, K. and Foroudi, M. 2017. Evaluating the impact of corporate logos towards corporate reputation: a case of Persia and Mexico. Qualitative Market Research: An International Journal. 20 (2), pp. 158-180. https://doi.org/10.1108/QMR-05-2015-0043
The local brand representative in reseller networks
Gupta, S., Malhotra, N., Czinkota, M. and Foroudi, P. 2016. The local brand representative in reseller networks. Journal of Business Research. 69 (12), pp. 5712-5723. https://doi.org/10.1016/j.jbusres.2016.01.046
Marketing innovation: a consequence of competitiveness
Gupta, S., Malhotra, N., Czinkota, M. and Foroudi, P. 2016. Marketing innovation: a consequence of competitiveness. Journal of Business Research. 69 (12), pp. 5671-5681. https://doi.org/10.1016/j.jbusres.2016.02.042
Influence of innovation capability and customer experience onreputation and loyalty
Foroudi, P., Jin, Z., Gupta, S., Melewar, T. and Foroudi, M. 2016. Influence of innovation capability and customer experience onreputation and loyalty. Journal of Business Research. 69 (11), pp. 4882-4889. https://doi.org/10.1016/j.jbusres.2016.04.047