Revisiting the theory of business-to-business advertising

Roberto Mora Cortez*, David I. Gilliland, Wesley J. Johnston

*Kontaktforfatter for dette arbejde

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Resumé

Creating effective business-to-business (B2B) communications is an increasingly complex challenge for marketing managers. It requires a theoretical understanding of a number of puzzling, interacting components of an advertising stimulus. However, few academicians have pursued the goal of integrating and modeling how the B2B advertising process should be conceptualized. Gilliland and Johnston (1997) provided the first comprehensive model of the process, but B2B advertising has changed dramatically since this paper and demands an update to capture the new dimensions of the phenomenon. Using a systematic literature review to summarize recent trends, this paper incorporates the key changes in B2B advertising over the last 20 years. In particular, the authors explore a revised model of B2B effects, including (1) social media, (2) creativity and emotional appeals, (3) national culture, (4) brand equity and credibility, (5) ad experience social context, and (6) competing messages.

OriginalsprogEngelsk
TidsskriftIndustrial Marketing Management
ISSN0019-8501
DOI
StatusE-pub ahead of print - 30. apr. 2019

Fingeraftryk

Business to business
Marketing
Literature review
Brand credibility
National cultures
Emotion
Business-to-business (B2B)
Social media
Communication
Brand equity
Modeling
Social context
Managers
Creativity

Citer dette

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Revisiting the theory of business-to-business advertising. / Mora Cortez, Roberto; Gilliland, David I.; Johnston, Wesley J. .

I: Industrial Marketing Management, 30.04.2019.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

TY - JOUR

T1 - Revisiting the theory of business-to-business advertising

AU - Mora Cortez, Roberto

AU - Gilliland, David I.

AU - Johnston, Wesley J.

PY - 2019/4/30

Y1 - 2019/4/30

N2 - Creating effective business-to-business (B2B) communications is an increasingly complex challenge for marketing managers. It requires a theoretical understanding of a number of puzzling, interacting components of an advertising stimulus. However, few academicians have pursued the goal of integrating and modeling how the B2B advertising process should be conceptualized. Gilliland and Johnston (1997) provided the first comprehensive model of the process, but B2B advertising has changed dramatically since this paper and demands an update to capture the new dimensions of the phenomenon. Using a systematic literature review to summarize recent trends, this paper incorporates the key changes in B2B advertising over the last 20 years. In particular, the authors explore a revised model of B2B effects, including (1) social media, (2) creativity and emotional appeals, (3) national culture, (4) brand equity and credibility, (5) ad experience social context, and (6) competing messages.

AB - Creating effective business-to-business (B2B) communications is an increasingly complex challenge for marketing managers. It requires a theoretical understanding of a number of puzzling, interacting components of an advertising stimulus. However, few academicians have pursued the goal of integrating and modeling how the B2B advertising process should be conceptualized. Gilliland and Johnston (1997) provided the first comprehensive model of the process, but B2B advertising has changed dramatically since this paper and demands an update to capture the new dimensions of the phenomenon. Using a systematic literature review to summarize recent trends, this paper incorporates the key changes in B2B advertising over the last 20 years. In particular, the authors explore a revised model of B2B effects, including (1) social media, (2) creativity and emotional appeals, (3) national culture, (4) brand equity and credibility, (5) ad experience social context, and (6) competing messages.

KW - Advertising

KW - Business-to-business communications

KW - Creativity

KW - National culture

KW - Social media

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DO - 10.1016/j.indmarman.2019.03.012

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