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EMAC 2024 Annual


How B2B Branding Research Measures Up: A Systematic Review of Key Themes, Theories, and Methods
(A2024-119719)

Published: May 28, 2024

AUTHORS

Edwin Nijssen, Eindhoven University of Technology; Christian Kowalkowski, Linköping University; Joona Keränen, RMIT University

ABSTRACT

This comprehensive review examines the themes, theories, methods, and progress of business-to-business branding research through a systematic analysis spanning five decades. Using a four-step process focused on peer-reviewed journals, we identify and analyze a final set of 202 articles. Findings reveal a steadily growing output of both qualitative and quantitative contributions. However, progress is impeded by the predominance of descriptive case studies over analytical and theory-building ones, and quantitative research often testing hypotheses without a clear theory or relying solely on general branding frameworks. Interviews and surveys are the main data collection instruments used, with a few studies employing methods like experimental designs. Emerging themes include the use of social media in the B2B brand context. To advance the field, we propose directions for future research in terms of theory, method, and research themes.