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Title: The role of corporate brand image for B2B relationships of logistics service providers in China
Authors: Balmer, JMT
Zhibin, L
Chen, W
He, X
Keywords: corporate brand image;China;dual-process theory;B2B corporate brand image;industrial corporate brand image
Issue Date: 2020
Publisher: Elsevier
Citation: Balmer, J.M.T., Lin, Z., Chen, W. & He, X. 2020, "The role of corporate brand image for B2B relationships of logistics service providers in China", Journal of business research, vol. 117, pp. 850-861.
Abstract: This study examines the strategic significance of B2B corporate brand image of global logistics corporate brand providers in China offering international express parcel/postage delivery services. Drawing on dual-process theory the study revealed the processing of industrial corporate brand image by managers corresponds to System 1 processing (immediate, effortless and non-conscious), and the conceptualization of corporate brand attributes equates to System 2 processing (considered, deliberate and cerebral). However, in selecting an industrial corporate brand managers accorded greater importance to industrial corporate brand image and to System 1 processing. The study also found that a positive industrial corporate brand image of logistics brands has a favorable impact apropos premium pricing and brand retention. As such, the research reveals how the selection of an industrial corporate brand by managers is materially shaped by corporate brand image and, moreover, the process of selection is more nuanced and complicated that has hitherto been realized.
ISSN: 0148-2963
Appears in Collections:Brunel Business School Research Papers

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