Theoretical Framework on Brand Emotional Values in B2B

摘要：

In the theoretical framework of organizational buying behavior,organizational buyer is recognized as literally rational man,and the emotional factors are neglected.Based on the reviews of relative research about B2B branding,this paper analyzes the emotional influence on the attitudes of organizational buyers from two perspectives: cognitive perspective and relation perspective,and three types of emotional brand benefits are proposed: trust benefits,risk-reduce benefits and social benefits.At last,the relative strategies of the emotional brand value communication are given.

关键词： Business-to-business (B2B) Brand Emotional value

作者: Chen Jinbo

作者单位: School of Business Administration,Henan Institute of Finance and Economics,Zhengzhou,P.R.China,450002

会议类型: 国际会议

会议名称: 第三届产品创新管理国际会议(The 3rd International Conference on Product Innovation Management)

会议地点: 武汉

会议语种:英文

在线出版日期: 2008-10-26（万方平台首次上网日期，不代表论文的发表时间）