Search results

PurposeThe purpose of this paper is to explore Interactive Network Branding (INB) in an emerging market (EM) context while focusing on the importance of firm representatives for small- and medium-sized enterprises (SMEs). The INB corresponds to the process of interpersonal interaction which results in corporate identity and reputation creation that SMEs ultimately use to influence their network positions.Design/methodology/approachThis single case study presents four Croatian SMEs embedded in a business network. A research model of INB serves as an analytical tool for analyzing the phenomenon in its context. The key unit of analysis is an SME represented by its manager(s).FindingsContrary to large multinational firms that have financial capabilities for branding departments and recruitment of brand managers, SMEs in EMs tend to focus more on creating long-term relationships with their fundamental business partners. Through INB and interactions between firm representatives, corporate branding becomes an inherent part of networking. Thus, the study acknowledges the importance of INB, being implemented through firm representatives, as it plays a crucial role in the survival and success of SMEs in the EM context.Research limitations/implicationsBased on the chosen research approach and the focus on the Croatian EM, the findings might lack generalizability. Hence, further research is necessary to examine the applicability of INB in different empirical contexts.Practical implicationsThis paper provides implications for practitioners coping with networking and branding processes of SMEs that are operating in fast-changing EMs.Originality/valueThis study provides a deeper understanding of INB while focusing on the importance of firm representatives and their interactions that have an influence on the networking and branding processes of all the parties involved.

Purpose
This paper aims to clarify the meaning of Interactive Network Branding (INB) and demonstrate its importance for business relationship development, within a cross-cultural context of emerging markets (EM). More specifically, it integrates the idea of INB through its three branding dimensions into the first three relationship development stages introduced in the seminal article by Ford (1980). By bringing INB into relationship development, and by considering its embeddedness in a cultural context, the study extends current understanding of business relationships in connection to corporate branding.


Design/methodology/approach
The study is empirical and explorative. To reach the research aims, the authors apply a qualitative approach and present findings from four business relationships in two EM contexts, namely, the Croatian and Russian markets. Ten interviews have been undertaken, and the analysis was conducted by applying sensemaking and narrative approaches.


Findings
Findings show the influence of INB dimensions on three stages of business relationship development. In both EMs, the external dimension is found to be dominant for the pre-relationship stage while the internal dimension for the early stage. At the same time, mutual INB dimension, which is built on interpersonal interactions, is influencing each stage to a certain manner, while being a dominant dimension in the development stage. Also, the role of each dimension in a specific stage of relationship development is conditioned by the cultural context in which business relationships are embedded.


Research limitations/implications
Based on the chosen qualitative research approach and focus on two countries, the findings might lack generalizability. Thus, future research is needed to observe business relationship development through INB dimensions in different cultural environments.


Practical implications
This paper provides a new perspective for managers on coping with the development of business relationships and branding in the EM context.


Originality/value
This is the first attempt to study business relationship development through branding perspective in general and INB perspective in particular. It builds a deeper understanding of identity, reputation and mutual INB dimension and their manifestation and influence on each relationship stage. In addition, the study has a cultural context, which makes it one of the rare cross-cultural studies related to branding in business marketing research.

Purpose
This paper aims to present the concept of Interactive Network Branding (INB) in business markets. The INB conceptualization offers an understanding of corporate branding processes as an inherent part of business networking. More specifically, the paper focuses on the importance of INB for firms that are developing their roles and positions in business networks.


Design/methodology/approach
The conceptual paper reviews the extant literature on corporate branding in conjunction with business network research. This perspective adds to the current knowledge of business marketing by proposing a theoretical framework of INB.


Findings
The conceptualization of INB offers a specific network lens on corporate branding by presenting three INB dimensions. The first dimension deals with corporate identity; the second dimension deals with corporate reputation; the third, mutual INB dimension, presents an "interactive space" where branding and networking collide. These three dimensions are enacted by individuals acting on behalf of their companies, as key implementers of INB processes. Through the INB, strategic roles and positions of firms embedded in their business networks are formed.


Research limitations/implications
The paper contributes to current literature on business network research that has left a corporate brand perspective almost unnoticed. The INB concept also offers an extension to current literature on corporate branding, which has to date neglected business relationships and networking issues. Being strongly conceptual, the paper notes that empirical research is needed for observing the role of INB in real-life business encounters.


Practical implications
This study provides novel ideas and implications for firm representatives responsible for branding and relationship development in business networks. It denotes the critical role of individuals and their interactions with other individuals, which influences the development of specific network roles and positions for connected business entities.


Originality/value
The used multidisciplinary approach provides a conceptual platform to study branding processes in business networks. By offering a network perspective to corporate branding, new and relevant implications for both theory and practice are fore fronted.

AbstractIndividual donations are the main source of income for charitable organizations. This study aims to understand whether, when, and how descriptive norms can be used to motivate individual monetary donations. Our findings challenge previous literature about the influence of descriptive norms on donation intentions by shedding light on the process of their influence. Studying 288 respondents, we found that descriptive norms do influence donation intentions and this interaction is mediated by perceived impact as well as personal involvement. Beneficiary responsibility, however, did not emerge as a significant moderator of the process. Our results guide managerial decisions of charitable organizations to inform their professional practice and help them increase individual donations.

Purpose
The purpose of this paper is to investigate the current industrial marketing and purchasing (IMP) research that has a vague positioning of the bounded rationality of an actor. By borrowing insights from other disciplines, this study aims to develop the IMP approach further by acknowledging the importance of individuals who act and make decisions on behalf of their companies.


Design/methodology/approach
This study is conceptual. By examining the IMP studies in combination with decision-making literature from behavioral economics and psychology, this paper provides a new understanding of the phenomenon in question.


Findings
This study demonstrates that individual decision-making is not as rational as has previously been thought, thus indicating the bounded rationality of the actor. After examining the most common negative emotions that influence the decision-making process, the paper presents a research agenda. It provides a series of research topics and methodological choices for future IMP research endeavors.


Research limitations/implications
As this paper is conceptual, empirical research is needed to examine the role of negative emotions in dynamic decision-making processes.


Practical implications
Managerial implications of this paper are focused on providing instructions for managers on how to deal with negative emotions in dynamic decision-making processes.


Originality/value
To the best of the authors' knowledge, this paper is one of the first papers that attempts to connect the IMP studies with the dynamics of decision-making by examining negative emotions in the business world.