FROM LEGITIMACY TO LEVERAGE: HOW B2B BRANDING INFLUENCE EVOLVES ACROSS ORGANIZATIONAL DECISION STAGES
DOI:
https://doi.org/10.69980/r4w2ed72Keywords:
Business-to-Business marketing, B2B Branding, Buying behaviour, Brand Sensitivity, Decision-Making Unit (DMU)Abstract
Purpose - The study investigates the contingent influence of B2B branding on organizational buying decisions, addressing when, how, and to what extent branding matters across different decision stages and contexts.
Design/methodology/approach - Employing an explanatory sequential mixed-methods design, the research combines semi-structured interviews with B2B industry experts (n = 12) followed by a time-bound LinkedIn survey of IT/ITES professionals (n = 107). The study integrates institutional theory, rational choice theory, and the resource-based view within a unified analytical framework.
Findings - B2B branding functions as a multidimensional strategic resource that serves as a legitimizing signal, significantly shaping early-stage purchasing decisions, especially in high-risk contexts. However, its influence diminishes relative to functional factors (e.g., after-sales service, price, technical specifications) in later selection stages. The research reveals systematic variations in brand sensitivity across risk contexts, Decision-Making Unit (DMU) roles, and decision stages.
Practical implications - The findings provide actionable guidance for aligning brand strategies with specific purchasing scenarios in technology-intensive industries. Marketers should emphasize brand credibility during early consideration phases, while procurement professionals can adopt contingency-based evaluation models that weight brand factors appropriately based on purchase risk and complexity.
Originality/value - The study develops an original integrated contingency framework that synthesizes multiple theoretical perspectives to explain the dynamic influence of B2B branding. It establishes branding as a stage-contingent strategic resource and advances beyond simplistic "brands matter/do not matter" dichotomies, offering a nuanced understanding of branding's evolving role in organizational decision-making.
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