دانلود مقاله تعالی بخشی به برندسازی B2B در زمینه جهانی
چکیده
1. مقدمه
2. روش: افزایش درک سیستماتیک از طریق استناد مشترک و متن کاوی
3. نتایج: نقشه برداری از چشم انداز برندسازی جهانی B2B
4. تحلیل هم‌استنادی (MDS و HCA)
5. متن کاوی
6. بحث: رونمایی از چشم انداز نام تجاری B2B
7. عملکرد برند: غیر مالی و مالی
8. محدودیت
بیانیه مشارکت نویسنده CRediT
پیوست 1
در دسترس بودن داده ها
مراجع
Abstract
1. Introduction
2. Method: enhancing systematic understanding through co-citation and text mining
3. Results: Mapping the Landscape of Global B2B Branding
4. Co-citation analysis (MDS & HCA)
5. Text mining
6. Discussion: Unveiling the B2B branding landscape
7. Brand performance: non-financial and financial
8. Limitation
CRediT authorship contribution statement
Appendix 1
Data availability
References
چکیده
هدف این مطالعه ارزیابی نام تجاری B2B در یک زمینه جهانی با ایجاد چارچوبی برای تحقیقات آینده، شاغلین و مدیران برند فعال در بازارهای بین المللی B2B است. با استفاده از تکنیک‌های استناد مشترک و متن‌کاوی برای بررسی ۲۸۱ مقاله، پنج حوزه دانشی را شناسایی کردیم که ساختار فکری این حوزه را ترسیم می‌کند: ارزش ویژه برند، برندسازی صنعتی، ارزش برند، رهبری برند جهانی، و بازاریابی رابطه‌ای. ما همچنین درک عمیق تری از موضوعات مهم در ادبیات برندسازی جهانی B2B به دست آوردیم. این چارچوب نه تنها شکاف‌ها و چالش‌ها را در رویکردهای مفهومی و روش‌شناختی برجسته می‌کند، بلکه گفتمان دانشگاهی موجود را به چالش می‌کشد و گسترش می‌دهد. این یک رویکرد سیستماتیک برای تصمیم‌گیری استراتژیک و بازنگری در شیوه‌های بازاریابی ارائه می‌دهد و متخصصان را برای هدایت پیچیدگی‌های برندسازی جهانی B2B راهنمایی می‌کند. تجزیه و تحلیل انتقادی ما دستور کار جدیدی را برای تحقیقات آینده تنظیم می کند و خواستار پیشرفت دقیق تر و جامع تر در زمینه برندسازی جهانی B2B است.
Abstract
This study aims to evaluate B2B branding in a global context by constructing a framework for future research, practitioners, and brand managers operating in international B2B markets. Employing co-citation and text-mining techniques to investigate 281 articles, we identified five knowledge fields that map the intellectual structure of this domain: brand equity, industrial branding, brand value, global brand leadership, and relationship marketing. We also gained a deeper understanding of the important topics in global B2B branding literature. This framework not only highlights gaps and challenges in conceptual and methodological approaches but also challenges and extends existing academic discourse. It offers a systematic approach to strategic decision-making and the overhaul of marketing practices, guiding practitioners to navigate the complexities of global B2B branding. Our critical analysis sets a new agenda for future research, calling for a more rigorous and holistic advancement in the field of global B2B branding.
Introduction
The global corporate landscape has seen significant expansion in business-to-business (B2B) branding, with giants like Microsoft and IBM demonstrating the critical role of effective branding in achieving competitive advantages ( McKinsey, 2022 ). Effective B2B branding transcends the creation of memorable logos or slogans; it strategically positions companies in ways that resonate globally with business customers, influencing their decision-making processes by establishing trust, demonstrating value, and uniquely highlighting a company's offerings ( Cartwright et al., 2021 ; Li et al., 2018 ). This strategic influence helps secure and maintain lasting business relationships, differentiates products and services in a competitive market, and enhances a company's reputation and credibility internationally. Such branding not only justifies premium pricing by emphasizing quality, innovation, and service but also fosters customer loyalty and facilitates market expansion. Loyal customers, who perceive the brand's offerings as superior, are less likely to switch to competitors and more inclined to advocate for the brand, thus amplifying its competitive advantage. Moreover, recent research by BCG (Boston Consulting Group) and Google underscores the impact of brand marketing in the B2B sector as equal to, or greater than, that in the consumer sector, with well-branded companies achieving greater returns on marketing investments and enhanced audience engagement ( Sheerin et al., 2021 ).
Recent research highlights the critical role of robust global B2B branding in enhancing the decision-making confidence of industrial purchasers ( Anaza et al., 2023 ). Strong global brands not only suggest superior product qualities but also stimulate increased purchasing interest due to their associative aspects ( Brown et al., 2011 ). The complexities inherent in organizational buying models necessitate that B2B brands provide decision-makers with both a rapid and emotionally resonant pathway to finalize their purchase decisions ( Blankson & Kalafatis, 2019 ; Mogaji et al., 2023 ). The dynamic and multifaceted nature of B2B branding has spurred extensive scholarly and practical exploration, resulting in a substantial body of literature ( Deng et al., 2021 ; Zhou et al., 2021 ). However, managers still grapple with significant challenges in implementing and integrating global B2B branding strategies effectively within their organizations. One major difficulty lies in assessing the impact of these strategies and making informed decisions that capitalize on their potential value, a process complicated by the varied dynamics of global markets ( Liu et al., 2020 ).
Results: Mapping the Landscape of Global B2B Branding
In this section, we first present the findings of two co-citation analyses both MDS and HCA, focusing on the identification of five distinct knowledge fields that map the landscape of global B2B branding literature. These knowledge fields are brand equity, industrial branding, brand value, global brand leadership, and relationship marketing (see summary of five knowledge fields in Table 2 ). Next, we present the findings of text-mining analysis.