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Determinants of brand relevance in a B2B service purchasing context

Mariana Gomes (Faculty of Economics, University of Porto, Porto, Portugal)
Teresa Fernandes (Faculty of Economics, University of Porto, Porto, Portugal)
Amélia Brandão (Faculty of Economics, University of Porto, Porto, Portugal)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 7 March 2016

3760

Abstract

Purpose

Brands have traditionally been regarded as a key asset and a source of competitive advantage in purchasing decisions, as customers are expected to prefer stronger brands to minimize risks. However, the role of brands in business markets is unclear and underresearched. The purpose of this study is to analyze the relevance of brands in a business-to-business (B2B) purchase setting and their key determinants.

Design Methodology/approach

A research model was developed to explain brand relevance when compared with other decision factors in a B2B context. Based on the frameworks developed by Zablah et al. (2010) and Mudambi (2002), the model considers the purchase situation, decision-maker characteristics and firm size as determinants of brand relevance in the decision-making process. One of the most prominent Portuguese construction groups, which comprised three companies, was chosen for the sample of this study. Data were collected through a self-administered, online, cross-sectional survey, resulting in a convenience sample of 87 decision-makers.

Findings

Findings suggest that attributes related with brands matter even in B2B rational decision-making processes. However, brands are not important to all organizational buyers or in all situations. Different purchase situations and decision-maker characteristics proved to have an impact on brand relevance, namely, brand reputation, prior purchases and brand awareness. Only firm size was not confirmed as a determinant of brand relevance in the B2B purchasing process.

Originality/value

B2B brand research is scarce, especially for industrial services. By investigating the determinants of brand relevance in a B2B purchasing context, namely, in a construction services setting, this study contributes to bridging this literature gap. Moreover, the few studies on the subject have been largely descriptive in nature and managerially oriented, while this investigation emphasizes hypothesis testing through a proposed research framework. Also, in managerial terms, identifying determinants of the importance given to brands by organizational buyers is critical in deciding when investment in brand development is more likely to payoff.

Keywords

Acknowledgements

The authors would like to thank Professor Susan Mudambi for her cooperation with their research work. They are also thankful to the executives and to the organizations which participated in this study and to the anonymous reviewers for their constructive comments.

Citation

Gomes, M., Fernandes, T. and Brandão, A. (2016), "Determinants of brand relevance in a B2B service purchasing context", Journal of Business & Industrial Marketing, Vol. 31 No. 2, pp. 193-204. https://doi.org/10.1108/JBIM-08-2014-0151

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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