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Brands in business-to-business: A qualitative research of brand influence in organizational buying behavior
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.

Place, publisher, year, edition, pages
2013. , 83 p.
Keyword [en]
B2B, Brand influence, Brand Consciousness, Brand preference, Brand importance, Brand sensitivity, Organizational buying behavior, Product involvement
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-27376OAI: oai:DiVA.org:lnu-27376DiVA: diva2:635094
Educational program
Marketing Programme, 180 credits
Presentation
2013-06-03, 17:45 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2013-07-03 Created: 2013-07-02 Last updated: 2013-07-03Bibliographically approved

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CiteExportLink to record
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Citation style
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