B2B brand marketing in Africa? An exploratory investigation of B2B buyers' perception of supplier brands

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dc.contributor.author Anaza, Nwamaka A.
dc.contributor.author Kemp, Elyria
dc.contributor.author Osakwe, Christian Nedu
dc.contributor.author Adeola, Ogechi
dc.date.accessioned 2023-12-04T10:34:11Z
dc.date.issued 2023-02
dc.description DATA AVAILABILITY : The data that has been used is confidential. en_US
dc.description.abstract Despite growing interest in business-to-business branding, there is limited understanding of how B2B brands impact organizational buying decisions in fast-emerging African markets. To address this omission, this study attempts to investigate the role and significance of B2B supplier brands in emerging African economies. Using a qualitative inquiry, we conducted interviews with business-to-business buyers across various sectors of the Nigerian economy. Leveraging insights from these buyers, we offer a comparative analysis of the role of B2B buying practices in African and Western markets and provide a grounded model addressing the role of B2B brands in organizational buying behavior. Findings indicate that the direct role of brands in business-to-business buying is contingent on several factors, including the supplier's branding strategy, the foreignness or localness of the brand, features of the brand as well as an evaluative process of purchase considerations. Our findings provide a deeper understanding into how brand value is perceived by Nigerian buyers, consequently setting the foundation for suppliers to better comprehend buyers in emerging African markets. en_US
dc.description.department Gordon Institute of Business Science (GIBS) en_US
dc.description.embargo 2025-01-05
dc.description.librarian hj2023 en_US
dc.description.sdg None en_US
dc.description.sponsorship Southern Illinois University Carbondale College of Business and Analytics. en_US
dc.description.uri https://www.elsevier.com/locate/indmarman en_US
dc.identifier.citation Anaza, N.A., Kemp, E., Osakwe, C.N. et al. 2023, 'B2B brand marketing in Africa? An exploratory investigation of B2B buyers' perception of supplier brands', Industrial Marketing Management, vol. 109, pp. 90-105, doi : 10.1016/j.indmarman.2022.12.011. en_US
dc.identifier.issn 0019-8501
dc.identifier.other 10.1016/j.indmarman.2022.12.011
dc.identifier.uri http://hdl.handle.net/2263/93657
dc.language.iso en en_US
dc.publisher Elsevier en_US
dc.rights © 2023 Elsevier Inc. All rights reserved. Notice : this is the author’s version of a work that was accepted for publication in Industrial Marketing Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. A definitive version was subsequently published in Industrial Marketing Management, vol. 109, pp. 90-105, 2023, doi : 10.1016/j.indmarman.2022.12.011. en_US
dc.subject Africa en_US
dc.subject Branding en_US
dc.subject B2B buying en_US
dc.subject Business-to-business (B2B) en_US
dc.subject Grounded model en_US
dc.subject Nigeria en_US
dc.title B2B brand marketing in Africa? An exploratory investigation of B2B buyers' perception of supplier brands en_US
dc.type Postprint Article en_US


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