Building a warm and competent B2B brand personality

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Aagerup, Ulf,1969-Jönköping University,IHH, Företagsekonomi,Jönköping International Business School, Jönköping, Sweden (author)

Building a warm and competent B2B brand personality

Article/chapterEnglish2022

Publisher, publication year, extent ...

Bingley :Emerald Group Publishing Limited,2022
printrdacarrier

Numbers

LIBRIS-ID:oai:DiVA.org:hj-58325
https://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-58325URI
https://doi.org/10.1108/EJM-06-2019-0528DOI
https://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-48032URI

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Language:English
Summary in:English

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SwePubSwePub

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Subject category:ref swepub-contenttype
Subject category:art swepub-publicationtype

Notes

Purpose This study aims to investigate how business-to-business (B2B) companies build brand personality via the products they provide and via their interactions with customers. Design/methodology/approach A multiple case study, which spans 10 years, investigates via interviews, observations, workshops and document analysis how two fast-growing B2B companies selling industrial equipment to manufacturers build brand personality. Findings The studied companies concentrate on different brand personality dimensions depending on the activities in which they engage. By focusing on brand competence in the realm of the actual product and brand warmth in the realm of the augmented product, the companies manage to create a complete and consistent brand personality. Research limitations/implications The research approach provides in-depth knowledge on how the companies build brands for a specific type of B2B product. However, the article's perspective is limited to that of management and therefore does not take customer reactions into account. Practical implications The study describes how firms can build strong B2B brands by emphasizing competence in product design and R&D and warmth in activities related to sales and customer service. Originality/value The study introduces a conceptually consistent view of brand personality in the form of warm and competent brands to the B2B marketing literature. It builds on and contributes to the emerging research on B2B brand personality. By relating the companies' brand-building activities to the type of products they sell, this study illustrates how context affects B2B brand building, and by integrating brand personality theory with product levels and marketing philosophy, it extends previous theory on B2B branding.

Subject headings and genre

SAMHÄLLSVETENSKAP Ekonomi och näringsliv Företagsekonomi hsv//swe
SOCIAL SCIENCES Economics and Business Business Administration hsv//eng
Branding
Brand personality
Business-to-business
Brand management
Industrial marketing

Added entries (persons, corporate bodies, meetings, titles ...)

Andersson, Svante,1962-Högskolan i Halmstad,Akademin för företagande, innovation och hållbarhet(Swepub:hh)svan (author)
Awuah, Gabriel Baffour,1954-Högskolan i Halmstad,Akademin för företagande, innovation och hållbarhet(Swepub:hh)gaaw (author)
Jönköping UniversityIHH, Företagsekonomi (creator_code:org_t)

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In:European Journal of MarketingBingley : Emerald Group Publishing Limited56:13, s. 167-1930309-05661758-7123

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