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2021 | OriginalPaper | Chapter

Identification of B2B Brand Components and Their Performance’s Relevance Using a Business Card Exchange Network

Authors : Tomonori Manabe, Kei Nakagawa, Keigo Hidawa

Published in: Knowledge Management and Acquisition for Intelligent Systems

Publisher: Springer International Publishing

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Abstract

Recently, the business-to-business (B2B) corporate brands have garnered attention. Studies using large-scale B2B company brand surveys across companies and industries have not been conducted because it is generally difficult to identify people who possess some familiarity with B2B companies externally. In this study, we use a B2B corporate brand survey data using a large business card exchange network in Japan as a proxy variable for brand power. We use the survey data to investigate the relationship between stakeholders’ impressions of B2B corporate brands and corporate performance. The results show that firms with high brand have high performance. We also identified the B2B brand components using supervised topic models, and we clarified the relationship with performance. These results are not only new findings for B2B brand research but also useful for brand strategies of B2B companies.

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Footnotes
1
Eight Company Score is a brand power index of B2B companies released by Sansan, Inc., in 2018. Sansan, Inc. conducts an arbitrary large-scale survey questionnaire to users through the business card management app Eight and builds the ECS based on the results.
 
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Metadata
Title
Identification of B2B Brand Components and Their Performance’s Relevance Using a Business Card Exchange Network
Authors
Tomonori Manabe
Kei Nakagawa
Keigo Hidawa
Copyright Year
2021
Book
Knowledge Management and Acquisition for Intelligent Systems

Print ISBN: 978-3-030-69885-0

Electronic ISBN: 978-3-030-69886-7

Copyright Year: 2021

DOI
https://doi.org/10.1007/978-3-030-69886-7_13

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