Elevating B2B branding in a global context: Integrating existing literature and proposing a forward-thinking conceptual framework
通过分析281篇文献，识别出品牌资产、工业品牌化等五个知识领域，构建了一个帮助B2B品牌经理应对全球市场复杂性的概念框架，并指出研究空白与未来方向。
This study aims to evaluate B2B branding in a global context by constructing a framework for future research, practitioners, and brand managers operating in international B2B markets. Employing co-citation and text-mining techniques to investigate 281 articles, we identified five knowledge fields that map the intellectual structure of this domain: brand equity, industrial branding, brand value, global brand leadership, and relationship marketing. We also gained a deeper understanding of the important topics in global B2B branding literature. This framework not only highlights gaps and challenges in conceptual and methodological approaches but also challenges and extends existing academic discourse. It offers a systematic approach to strategic decision-making and the overhaul of marketing practices, guiding practitioners to navigate the complexities of global B2B branding. Our critical analysis sets a new agenda for future research, calling for a more rigorous and holistic advancement in the field of global B2B branding.