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.

doi:10.1016/j.jbusres.2020.03.043

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.

Authors

J.M.T. Balmer

Professor Zhibin Lin zhibin.lin@durham.ac.uk
Professor

W. Chen

Professor Xinming He xinming.he@durham.ac.uk
Professor

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

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© 2020 This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/