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A literature review and future agenda for B2B branding: Challenges of branding in a B2B context

机译：B2B品牌的文献回顾和未来议程：B2B背景下的品牌挑战

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摘要

The existing body of research knowledge on brand management has been predominantly derived from business-to-consumer markets, particularly fast moving consumer goods and has only recently started to expand in other contexts. Branding in business-to-business markets has received comparatively little attention in the academic literature due to a belief that industrial buyers are unaffected by the emotional values corresponding to brands. This paper provides a critical discussion of the fragmented literature on business-to-business branding which is organized in five themes: B2B branding benefits; the role of B2B brands in the decision making process; B2B brand architecture; B2B brands as communication enablers and relationship builders; and industrial brand equity. Drawing on the gaps and contradictions in the literature the paper concludes by proposing an agenda for future research.
机译：现有的品牌管理研究知识主要来自企业对消费者市场，特别是快速消费品市场，并且直到最近才开始在其他情况下扩展。企业对企业市场中的品牌在学术文献中受到的关注相对较少，原因是人们相信工业购买者不受与品牌相对应的情感价值的影响。本文对有关企业对企业品牌的零散文献进行了批判性讨论，该文献分为五个主题：B2B品牌收益； B2B品牌在决策过程中的作用； B2B品牌架构； B2B品牌作为沟通促进者和关系建立者；和工业品牌资产。总结文献中的空白和矛盾之处，本文提出了未来研究的议程。

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