The role of corporate brand image for B2B relationships of logistics service providers in China

Balmer, J.M.T.; Lin, Z.; Chen, W.; He, X.

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 research 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). Notably, corporate brand managers accorded greater importance to industrial corporate brand image and to System 1 processing. It was also found that a positive industrial corporate brand image of a logistics brand had a favorable impact apropos premium pricing and brand retention. As such, the research reveals the impact of corporate brand image in the selection of industrial corporate brands by managers is more complicated and nuanced and than has hitherto been realized.

Citation

Balmer, J., 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, 117, 850-861. https://doi.org/10.1016/j.jbusres.2020.03.043

• Journal Article Type: Article
• Acceptance Date: Mar 28, 2020
• Online Publication Date: Apr 23, 2020
• Publication Date: 2020-09
• Deposit Date: Apr 9, 2020
• Publicly Available Date: Aug 4, 2020
• Journal: Journal of Business Research
• Print ISSN: 0148-2963
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 117
• Pages: 850-861
• DOI: https://doi.org/10.1016/j.jbusres.2020.03.043
• Public URL: https://durham-repository.worktribe.com/output/1266537