Systematic review on B2B branding: research issues and avenues for future research

TLDR

The study reviews B2B branding literature to identify research issues that hinder progress and to guide future research toward the most impactful areas. It employs a systematic review of 73 relevant journal publications from 1973‑2010 for analysis. The review uncovers five key impediments—lack of systematic theory development, transference of consumer concepts, dominance of quantitative research, lack of longitudinal studies, and focus on single industries—while mapping core literature and emerging research directions. The study considers only published journal articles, excluding books and conference proceedings.

Abstract

Purpose The purpose of this study is to review the current body of the B2B branding literature, and identify research issues that hamper current B2B branding research. Design/methodology/approach The study employs a systematic review, and identifies 73 relevant journal publications from the years 1973‐2010 that were subsequently evaluated for further analysis. Findings This study identifies five possible issues hampering current B2B branding research: the lack of systematic theory development, the transference of consumer concepts, the dominance of quantitative research, the lack of longitudinal research, and the focus on single industries. Research limitations/implications This study considers only published journal articles, excluding books and conference proceedings. By highlighting the research issues, this paper aims to direct research efforts to areas where they will have the most impact, and thus aid more rapid advancement of B2B branding as a discipline. Originality/value This study provides the first systematic review to identify and evaluate the current B2B branding literature. The review identifies the key literature related to B2B branding, provides an overview of past research and identifies emerging research issues to be addressed in future research.