Brands are well recognized to create trust and develop both cognitive and emotional
ties with customers, but primarily in business-to-consumer (B2C) markets. Recent
research acknowledges the fact that brands, despite the differences between B2C and
business-to-business (B2B) contexts, may carry valuable features in B2B contexts as
well. B2B purchasing is a combination of decisions made by individuals and their
decision could many times be influenced by personal- as well as affective- and
cognitive factors, although in an organizational setting.
This study intended to examine the influence of brands in a B2B purchasing context
and is delimitated to the definitions made by the European Union (2013) for micro
and small-sized enterprises (MSEs). The study was restricted to investigate products
that were used for certain organizational purposes, e.g. products that are consumed in
the daily activities of organizational functions. A distinction was made between highand
low involvement purchases.
For this study, a research model was based on recognized brand concepts and
organizational buying behavior models. The model illustrates the underlying
hypothesis that organizational buying behavior is differently affected by brands
depending on product involvement. This research used a qualitative approach, using
in-depth interviews to retrieve a deeper understanding of human behavior and the
underlying reasons behind such behavior.
The result implies that substantial organizational buying behavior had ties to
purchasers’ individual buying behavior and further implies emotions being a strong
factor when the buyer lacks knowledge, motivation or interest in the product. Brand
was initially stated to have limited influence on organizational decisions, which at
further elaboration turned out to contradict the actual purchasing behavior.
2013. , 83 p.
B2B, Brand influence, Brand Consciousness, Brand preference, Brand importance, Brand sensitivity, Organizational buying behavior, Product involvement