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

Balmer, J.M.T. and Lin, Z. and Chen, W. and He, X. (2020) 'The role of corporate brand image for B2B relationships of logistics service providers in China.', Journal of business research., 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 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.

Item Type:Article
Full text:Publisher-imposed embargo
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Available under License - Creative Commons Attribution Non-commercial No Derivatives.
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Available under License - Creative Commons Attribution Non-commercial No Derivatives.
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Status:Peer-reviewed
Publisher Web site:https://doi.org/10.1016/j.jbusres.2020.03.043
Publisher statement:© 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/
Date accepted:28 March 2020
Date deposited:11 April 2020
Date of first online publication:23 April 2020
Date first made open access:04 August 2020

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