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Scientific paper - Preliminary note / Short communication
THE IMPORTANCE OF CORPORATE BRANDS FOR DECISION MAKING IN THE BUSINESS-TO-BUSINESS CONTEXT
Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 30 (2017), 2; 429-440. urn:nbn:hr:145:843716
Koporčić, Nikolina; Tolušić, Zdravko; Rešetar, Zlatko

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Koporčić, N., Tolušić, Z. & Rešetar, Z. (2017). THE IMPORTANCE OF CORPORATE BRANDS FOR DECISION MAKING IN THE BUSINESS-TO-BUSINESS CONTEXT. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 30. (2), 429-440. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:843716

Koporčić, Nikolina, et al. "THE IMPORTANCE OF CORPORATE BRANDS FOR DECISION MAKING IN THE BUSINESS-TO-BUSINESS CONTEXT." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. 30, no. 2, 2017, pp. 429-440. https://urn.nsk.hr/urn:nbn:hr:145:843716

Koporčić, Nikolina, Zdravko Tolušić and Zlatko Rešetar. "THE IMPORTANCE OF CORPORATE BRANDS FOR DECISION MAKING IN THE BUSINESS-TO-BUSINESS CONTEXT." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues 30, no. 2 (2017): 429-440. https://urn.nsk.hr/urn:nbn:hr:145:843716

Koporčić, N., Tolušić, Z. and Rešetar, Z. (2017) 'THE IMPORTANCE OF CORPORATE BRANDS FOR DECISION MAKING IN THE BUSINESS-TO-BUSINESS CONTEXT', Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 30(2), pp. 429-440. Available at: https://urn.nsk.hr/urn:nbn:hr:145:843716 (Accessed 10 December 2024)

Koporčić N, Tolušić Z, Rešetar Z. THE IMPORTANCE OF CORPORATE BRANDS FOR DECISION MAKING IN THE BUSINESS-TO-BUSINESS CONTEXT. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues [Internet]. 2017 December 29 [cited 2024 December 10];30(2):429-440. Available at: https://urn.nsk.hr/urn:nbn:hr:145:843716

N. Koporčić, Z. Tolušić and Z. Rešetar, "THE IMPORTANCE OF CORPORATE BRANDS FOR DECISION MAKING IN THE BUSINESS-TO-BUSINESS CONTEXT", Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. 30, no. 2, pp. 429-440, December 2017. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:145:843716. [Accessed: 10 December 2024]

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Metadata
Title (english)THE IMPORTANCE OF CORPORATE BRANDS FOR DECISION MAKING IN THE BUSINESS-TO-BUSINESS CONTEXT
AuthorNikolina Koporčić
AuthorZdravko Tolušić
AuthorZlatko Rešetar
Author's institutionJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
The purpose of this paper is to provide a deeper understanding of the importance of the corporate brand for the business-to-business (B2B) context, specifically concerning the buyer and supplier decision-making processes. The paper provides a literature review on tangible and intangible brand attributes, as well as their influence on perceived risks and emotions in decision making. The findings imply that business decision making is not solely rational, and that emotions matter a great deal. The conceptual framework thus presents the process of business decision making in which brand attributes play a focal role for both the buyer and supplier. Research implications include three aspects: the importance of corporate brands and their attributes for reducing a buyer´s perceived risks when choosing a new supplier, the role of corporate brands for strategies that suppliers are using when attracting potential buyers, and the effect of emotions on the mentioned processes. The paper offers a new comprehensive framework for studying decision-making in the B2B context and contributes to corporate branding and decision-making theory development.
Keywords (english)
Languageenglish
Publication typeScientific paper - Preliminary note / Short communication
Publication statusPublished
Peer reviewPeer review
Publication versionPublished version
Journal titleEkonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues
Numberingvol. 30, no. 2, pp. 429-440
p-ISSN0353-359X
e-ISSN1847-2206
URN:NBNurn:nbn:hr:145:843716
Publication2017-12-29
Document URLhttps://hrcak.srce.hr/191908
Type of resourceText
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) icon
Created on2018-02-05 12:37:00