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Corporate brand expressions in business-to-business companies' websites: evidence from Brazil and India

Corporate brand expressions in business-to-business companies' websites: evidence from Brazil and India
Corporate brand expressions in business-to-business companies' websites: evidence from Brazil and India
In the business-to-business (B2B) domain, the corporate website is an effective platform for communicating the corporate brand (CB) features (e.g., personality, values). Despite the growing importance of websites as the primary means for corporate communication, research on the relevant dimensions for online corporate branding expression is sparse. This study examines the expressions of CBs on the websites of B2B companies in two emerging markets — Brazil and India. In addition, the study investigates whether the dimensions of CB have an effect on the company's financial performance. Findings highlight the following items for CB expressions in the website: CB values; CB personality; sustainability in the CB; CB heritage, and company demographics. There are similarities in the CB expressions in India and Brazil. In addition, the findings show that higher levels of strength in the expression of the CB in the website lead to higher levels of financial performance. Managerial recommendations and avenues for future research are presented.
0019-8501
59-68
Simoes, Claudia
2fd55d27-363b-4f8c-846c-7b2c5aa490a5
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Perin, Marcelo G
3676af8f-0f60-4037-918d-3002bc03af09
Simoes, Claudia
2fd55d27-363b-4f8c-846c-7b2c5aa490a5
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Perin, Marcelo G
3676af8f-0f60-4037-918d-3002bc03af09

Simoes, Claudia, Singh, Jaywant and Perin, Marcelo G (2015) Corporate brand expressions in business-to-business companies' websites: evidence from Brazil and India. Industrial Marketing Management, 51, 59-68. (doi:10.1016/j.indmarman.2015.05.017).

Record type: Article

Abstract

In the business-to-business (B2B) domain, the corporate website is an effective platform for communicating the corporate brand (CB) features (e.g., personality, values). Despite the growing importance of websites as the primary means for corporate communication, research on the relevant dimensions for online corporate branding expression is sparse. This study examines the expressions of CBs on the websites of B2B companies in two emerging markets — Brazil and India. In addition, the study investigates whether the dimensions of CB have an effect on the company's financial performance. Findings highlight the following items for CB expressions in the website: CB values; CB personality; sustainability in the CB; CB heritage, and company demographics. There are similarities in the CB expressions in India and Brazil. In addition, the findings show that higher levels of strength in the expression of the CB in the website lead to higher levels of financial performance. Managerial recommendations and avenues for future research are presented.

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Singh-J-31327 - Accepted Manuscript
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More information

Accepted/In Press date: 9 April 2015
e-pub ahead of print date: 11 June 2015
Published date: November 2015

Identifiers

Local EPrints ID: 435955
URI: http://eprints.soton.ac.uk/id/eprint/435955
ISSN: 0019-8501
PURE UUID: 9f6d2518-4816-41ad-9477-789968b3f267
ORCID for Jaywant Singh: ORCID iD orcid.org/0000-0002-0766-0162

Catalogue record

Date deposited: 25 Nov 2019 17:30
Last modified: 26 Nov 2021 05:36

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Contributors

Author: Claudia Simoes
Author: Jaywant Singh ORCID iD
Author: Marcelo G Perin

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