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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. i 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. Preuzeto s 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, br. 2, 2017, str. 429-440. https://urn.nsk.hr/urn:nbn:hr:145:843716

Koporčić, Nikolina, Zdravko Tolušić i 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, br. 2 (2017): 429-440. https://urn.nsk.hr/urn:nbn:hr:145:843716

Koporčić, N., Tolušić, Z. i 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), str. 429-440. Preuzeto s: https://urn.nsk.hr/urn:nbn:hr:145:843716 (Datum pristupa: 10.12.2024.)

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]. 29.12.2017. [pristupljeno 10.12.2024.];30(2):429-440. Dostupno na: https://urn.nsk.hr/urn:nbn:hr:145:843716

N. Koporčić, Z. Tolušić i 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, br. 2, str. 429-440, Prosinac 2017. [Online]. Dostupno na: https://urn.nsk.hr/urn:nbn:hr:145:843716. [Citirano: 10.12.2024.]

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Naslov (engleski)THE IMPORTANCE OF CORPORATE BRANDS FOR DECISION MAKING IN THE BUSINESS-TO-BUSINESS CONTEXT
AutorNikolina Koporčić
AutorZdravko Tolušić
AutorZlatko Rešetar
Autorova ustanovaSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Znanstveno / umjetničko
područje, polje i grana		DRUŠTVENE ZNANOSTI
Ekonomija
Sažetak (engleski)
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.
Ključne riječi (engleski)
Jezikengleski
Vrsta publikacijeZnanstveni rad - Prethodno/kratko priopćenje
Status objaveObjavljen
Vrsta recenzijeRecenziran
Verzija publikacijeObjavljena verzija rada (izdavačev PDF)
Naslov časopisaEkonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues
Brojčani podacivol. 30, br. 2, str. 429-440
p-ISSN0353-359X
e-ISSN1847-2206
URN:NBNurn:nbn:hr:145:843716
Datum objave publikacije2017-12-29
URL dokumentahttps://hrcak.srce.hr/191908
Vrsta resursaTekst
Prava pristupaOtvoreni pristup
Uvjeti korištenjaIkona licence Imenovanje-Nekomercijalno-Bez prerada 4.0 međunarodna (CC BY-NC-ND 4.0)
Datum i vrijeme pohrane2018-02-05 12:37:00