umu.sePublications
Change search
Link to record
Permanent link

Direct link
BETA
Biedenbach, Galina
Alternative names
Publications (10 of 30) Show all publications
Biedenbach, G., Hultén, P. & Tarnovskaya, V. (2019). B2B brand equity: investigating the effects of human capital and relational trust. Journal of business & industrial marketing, 34(1), 1-11
Open this publication in new window or tab >>B2B brand equity: investigating the effects of human capital and relational trust
2019 (English)In: Journal of business & industrial marketing, ISSN 0885-8624, E-ISSN 2052-1189, Vol. 34, no 1, p. 1-11Article in journal (Refereed) Published
Abstract [en]

Purpose: The purpose of this study is to investigate the effects of human capital and relational trust on business-to-business (B2B) brand equity.

Design/methodology/approach: Data collection was conducted among the clients of one of the Big Four auditing firms in Sweden. Structural equation modeling was used to test the hypothesized effects.

Findings: The results demonstrate positive effects of human capital and relational trust on the core dimensions of brand equity. In the context of the professional services, human capital was found to have a stronger direct impact than relational trust on brand associations, perceived quality and brand loyalty.

Practical implications: The study provides practical recommendations for marketing managers on how to consider the nature of B2B brand equity and its determinants in developing successful branding strategies. The findings indicate that although relational trust has a positive impact on brand equity, it draws on the clients’ positive perceptions of the service providers’ human capital. Thus, investments that generate positive perceptions of a service provider’s human capital will strengthen its competitive position. Leading to the creation of relational trust and having a strong impact on the dimensions of brand equity, human capital is a strategic asset that needs careful management.

Originality/value: The study advances extant knowledge on B2B brand equity by examining contextual conditions and factors that are critical for building strong brands in industrial markets. The study demonstrates that clients’ perceptions about the knowledge, skills and abilities of service providers are more important than relational trust for enhancing B2B brand equity.

Keywords
Human capital, Brand equity, Relational trust, B2B, Professional services
National Category
Business Administration
Identifiers
urn:nbn:se:umu:diva-157089 (URN)10.1108/JBIM-01-2018-0003 (DOI)000461721700001 ()
Available from: 2019-03-08 Created: 2019-03-08 Last updated: 2019-04-18Bibliographically approved
Leijerholt, U., Biedenbach, G. & Hultén, P. (2019). Branding in the public sector: a systematic literature review and directions for future research. Journal of Brand Management, 26(2), 126-140
Open this publication in new window or tab >>Branding in the public sector: a systematic literature review and directions for future research
2019 (English)In: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 26, no 2, p. 126-140Article, review/survey (Refereed) Published
Abstract [en]

The increased interest of public organizations in using corporate branding principles creates a need to understand how to implement such principles effectively. Although previous research investigates challenges related to branding in this context, the findings provide contradictory evidence and opposing recommendations. The purpose of this study is to conduct a systematic review of literature on branding in the public sector and to explore directions for future research. The results demonstrate that owing to the distinct differences between the private and public sectors, there is a need to adapt branding principles to meet the sector-specific challenges faced by public organizations. However, the extent of the required changes needs further research. This literature review presents a number of potential directions for future studies, which focus on diverse topics related to the internal and external aspects that are crucial to the successful branding of public organizations.

Place, publisher, year, edition, pages
Palgrave Macmillan, 2019
Keywords
literature review, corporate branding, public organization, public sector, stakeholders, public sector branding
National Category
Business Administration
Research subject
marketing
Identifiers
urn:nbn:se:umu:diva-156848 (URN)10.1057/s41262-018-0116-2 (DOI)000465156200004 ()2-s2.0-85046632494 (Scopus ID)
Available from: 2019-03-01 Created: 2019-03-01 Last updated: 2019-07-02Bibliographically approved
Biedenbach, G. & Boström, G.-O. (2018). A data-driven lab in the context of open data: opportunities and challenges for a sustainable business model. Umeå: Umeå universitet
Open this publication in new window or tab >>A data-driven lab in the context of open data: opportunities and challenges for a sustainable business model
2018 (English)Report (Other academic)
Abstract [en]

The report investigates theoretical and practical perspectives on sustainable business models in the context of open data. The main purposes of this report are (1) to investigate the opportunities and challenges for establishing a regional data-driven lab in the context of open data, and (2) to explore the possibility of developing a sustainable business model for a data-driven lab in Umeå (Västerbotten). The report examines conceptualizations of open data that initially emerged in the public sector and highlights the requirements open data are expected to comply with. The report identifies several types and categories of open data, which can be used to provide a variety of benefits for the public and private sectors, stimulate data-driven innovation, and enhance public value. In addition, the report acknowledges the barriers to the publishing and re-use of open data. The review of contextual conditions includes prominent examples of international, regional, and national initiatives for stimulating practical activities and policy-making in the context of open data. Furthermore, the report addresses different theoretical perspectives on how to conceptualize business models, ranging from presenting a company’s organization and its strategic view to emphasizing the elements required for creating, delivering, and capturing value in a specific context. The report elaborates upon the capacities of sustainable business models to achieve long-term success through business model innovation and to address environmental and social challenges while sustaining economic performance. Furthermore, the report emphasizes the importance of considering a complex ecosystem engaging diverse stakeholder groups and the open data lifecycle for developing a successful business model in the context of open data. The report reviews the business models used in the open data industry and discusses the important practical considerations for a data-driven lab. Overall, the report emphasizes the critical importance of creating the conditions that will enable the valuable resource of open data to be exploited and prioritizing the establishment of a regional data-driven lab by considering its potential to stimulate data-driven innovation and increase public value for society.

Place, publisher, year, edition, pages
Umeå: Umeå universitet, 2018. p. 42
Keywords
business model, business model innovation, sustainable business model, open data, data-driven innovation, data-driven lab
National Category
Business Administration
Identifiers
urn:nbn:se:umu:diva-153222 (URN)978-91-7601-990-0 (ISBN)
Funder
VINNOVA, 2016-04313
Note

Recommended reference:

Biedenbach, G., & Boström, G.-O. (2018). A data-driven lab in the context of open data: Opportunities and challenges for a sustainable business model. Report. Umeå School of Business, Economics and Statistics, Umeå University, Sweden. ISBN 978-91-7601-990-0.

Available from: 2018-11-09 Created: 2018-11-09 Last updated: 2018-11-12Bibliographically approved
Tarnovskaya, V. & Biedenbach, G. (2018). Corporate rebranding failure and brand meanings in the digital environment. Marketing Intelligence & Planning, 36(4), 455-469
Open this publication in new window or tab >>Corporate rebranding failure and brand meanings in the digital environment
2018 (English)In: Marketing Intelligence & Planning, ISSN 0263-4503, E-ISSN 1758-8049, Vol. 36, no 4, p. 455-469Article in journal (Refereed) Published
Abstract [en]

Purpose - The purpose of this paper is to investigate the dynamic process of brand meaning creation by multiple stakeholders during corporate rebranding in the digital environment.

Design/methodology/approach - By applying a symbolic interactionist perspective, the case study analyses a failed corporate rebranding of Gap. A variety of narratives by managers, consumers, designers, and marketing professionals were captured by collecting qualitative data on Facebook, Twitter, and professional forums on the internet.

Findings - The study demonstrates that the process of brand meaning creation is affected by the complexity of brand meaning negotiation within and between different stakeholder groups. The findings illustrate that the polarisation of brand meanings, in which both antagonistic and supportive forms co-exist, has a determinable impact on the outcome of corporate rebranding.

Research limitations/implications - The study analyses one case of corporate rebranding failure with the focus being on the four key stakeholder groups. Future studies could examine multiple cases of successful and failed corporate rebranding, including a broader variety of internal and external stakeholders.

Practical implications - Marketing managers should engage multiple stakeholders proactively during the process of brand meaning creation. They are encouraged to learn from antagonistic incidents of brand meaning negotiation as well as to utilise opportunities arising during constructive episodes of brand meaning co-creation.

Originality/value - The study contributes to previous research by exploring how the process of brand meaning creation can trigger the collision of brand meanings, which lead to the failure of corporate rebranding.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2018
Keywords
Stakeholder management, Corporate branding, Brand meaning, Rebranding, Digital marketing
National Category
Business Administration
Identifiers
urn:nbn:se:umu:diva-147559 (URN)10.1108/MIP-09-2017-0192 (DOI)000431408500004 ()
Available from: 2018-05-08 Created: 2018-05-08 Last updated: 2018-06-09Bibliographically approved
Biedenbach, G., Biedenbach, T., Hultén, P. & Tarnovskaya, V. (2018). Internal brand citizenship in omni-channel retailing: Investigating the impact of self-service technologies. In: : . Paper presented at 13th Global Brand Conference of Academy of Marketing - Brand, Identity and Corporate Reputation SIG, Northumbria University, Newcastle, UK, May 2-4, 2018.
Open this publication in new window or tab >>Internal brand citizenship in omni-channel retailing: Investigating the impact of self-service technologies
2018 (English)Conference paper, Oral presentation only (Other academic)
Abstract [en]

The main purpose of this study is to investigate the impact of internal branding and self-service technologies on work meaningfulness and internal brand commitment in the context of omni-channel retailing. The findings confirm significant positive effects between the factors of internal brand citizenship.The study demonstrates significant effects of employees’ perceptions about self-service technologies and customers on work meaningfulness and internal brand commitment. The study advances the current state of knowledge on internal branding and retailing by investigating the effects of technological innovations on internal brand citizenship. The study contributes to managerial practice by providing practical recommendations on how companies can effectively use self-service technologies to enhance employees’ work meaningfulness and internal brand commitment, as well as to increase the value of the corporate brand and employer attractiveness.

Keywords
brand citizenship, internal branding, internal brand commitment, work meaningfulness, retailing, omni-channel, self-service technologies.
National Category
Business Administration
Identifiers
urn:nbn:se:umu:diva-148904 (URN)
Conference
13th Global Brand Conference of Academy of Marketing - Brand, Identity and Corporate Reputation SIG, Northumbria University, Newcastle, UK, May 2-4, 2018
Available from: 2018-06-12 Created: 2018-06-12 Last updated: 2019-06-27Bibliographically approved
Biedenbach, G. (2017). Branding strategies: a stakeholder approach. In: Veronika Tarnovskaya, Jon Bertilsson (Ed.), Brand theories: perspectives on brands and branding (pp. 127-142). Lund: Studentlitteratur AB
Open this publication in new window or tab >>Branding strategies: a stakeholder approach
2017 (English)In: Brand theories: perspectives on brands and branding / [ed] Veronika Tarnovskaya, Jon Bertilsson, Lund: Studentlitteratur AB, 2017, p. 127-142Chapter in book (Refereed)
Abstract [en]

The main purpose of this chapter is to introduce a stakeholder approach for developing branding strategies, and to discuss the importance of considering multiple stakeholders in strategic brand management. The chapter starts with an overview of classical branding theories highlighting both external and internal aspects of branding strategies, which focus on creating strong brands through managing the perceptions of customers and employees. The chapter continues with a presentation of the views adopted in contemporary branding research, applying a stakeholder approach in different contexts. The chapter addresses the theoretical assumptions and empirical evidence in regard to this approach. The discussion is illustrated with practical examples showing how multiple stakeholders can influence the outcome of branding strategies developed for building one strong global brand, which is IKEA.

Place, publisher, year, edition, pages
Lund: Studentlitteratur AB, 2017
Keywords
branding strategy, stakeholder marketing, company-centered approach, stakeholder approach, IKEA
National Category
Business Administration
Research subject
Business Studies
Identifiers
urn:nbn:se:umu:diva-134459 (URN)9789144116242 (ISBN)
Available from: 2017-05-08 Created: 2017-05-08 Last updated: 2018-06-09Bibliographically approved
Biedenbach, G., Hultén, P. & Tarnovskaya, V. (2017). Dynamic nature of B2B brand equity: Investigating the mediating effects of brand relationships. In: Conference Proceedings of the 12th Global Brand Conference of the Academy of Marketing: . Paper presented at 12th Global Brand Conference of Academy of Marketing - Brand, Identity and Corporate Reputation SIG, Linnaeus University, Kalmar, Sweden, April 26-28, 2017 (pp. 85-93). Kalmar: Linnaeus Univeristy
Open this publication in new window or tab >>Dynamic nature of B2B brand equity: Investigating the mediating effects of brand relationships
2017 (English)In: Conference Proceedings of the 12th Global Brand Conference of the Academy of Marketing, Kalmar: Linnaeus Univeristy , 2017, p. 85-93Conference paper, Published paper (Other academic)
Abstract [en]

The main purpose of this study is to investigate the mediating effects of brand relationships in the dynamic process of B2B brand equity development. The study considers the mediating effects of relational factors and their significance for enhancing brand equity in industrial settings. The findings of this study confirm the importance of brand relationships established between service providers and their clients in the B2B context. More specifically, the study demonstrates the significant mediating effects of customer perceptions about human capital and established relational trust on B2B brand equity. The existence of significant effects between the dimensions of brand equity, human capital, and relational trust confirms the relevance of considering these factors in the dynamic process of brand equity development.

Place, publisher, year, edition, pages
Kalmar: Linnaeus Univeristy, 2017
Keywords
brand equity, business-to-business, human capital, relational trust, professional services
National Category
Business Administration
Identifiers
urn:nbn:se:umu:diva-135998 (URN)978-91-88357-69-4 (ISBN)
Conference
12th Global Brand Conference of Academy of Marketing - Brand, Identity and Corporate Reputation SIG, Linnaeus University, Kalmar, Sweden, April 26-28, 2017
Available from: 2017-06-12 Created: 2017-06-12 Last updated: 2019-06-27Bibliographically approved
Biedenbach, G. & Manzhynski, S. (2016). Internal branding and sustainability: investigating perceptions of employees. Journal of Product & Brand Management, 25(3), 296-306
Open this publication in new window or tab >>Internal branding and sustainability: investigating perceptions of employees
2016 (English)In: Journal of Product & Brand Management, ISSN 1061-0421, ISSN 2, Vol. 25, no 3, p. 296-306Article in journal (Refereed) Published
Abstract [en]

The purpose of this study is to investigate perceptual differences between employees characterized by various levels of internal brand commitment and sustainability importance. The study was conducted among employees of industrial companies operating in Belarus. 238 responses were analyzed by using the K-means cluster analysis. The ANOVA was applied for evaluating differences between the three identified clusters. Based on internal brand commitment and sustainability importance, the study identifies three alternative clusters of employees: (1) uncommitted sustainability laggards, (2) committed sustainability followers, and (3) committed sustainability leaders. The results show that the three clusters differ in regard to the main determinants of internal brand commitment, which are brand orientation, internal brand knowledge, and internal brand involvement. The findings demonstrate significant perceptual differences between the three clusters regarding their evaluations of a company’s sustainability performance. The assessment of sustainability performance focuses on sustainability objectives, sustainability policies, and sustainability decision-making and disclosure. The study makes a theoretical contribution to research on internal branding and sustainability by examining the potential interrelationships between internal branding strategies and sustainability performance.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2016
Keywords
internal branding, internal marketing, sustainability, transition economy
National Category
Business Administration
Identifiers
urn:nbn:se:umu:diva-119363 (URN)10.1108/JPBM-06-2015-0913 (DOI)000379340200008 ()
Note

USBESDA

Available from: 2016-04-18 Created: 2016-04-18 Last updated: 2018-06-07Bibliographically approved
Tarnovskaya, V. & Biedenbach, G. (2016). Multiple stakeholders and B2B branding in emerging markets. Qualitative Market Research, 19(3), 287-309
Open this publication in new window or tab >>Multiple stakeholders and B2B branding in emerging markets
2016 (English)In: Qualitative Market Research, ISSN 1352-2752, E-ISSN 1758-7646, Vol. 19, no 3, p. 287-309Article in journal (Refereed) Published
Abstract [en]

Purpose – The main purpose of this study is to investigate perceptions about and contributing activities to business-to-business (B2B) brand value by corporate managers and local stakeholders in the context of emerging markets.

Design/methodology/approach – The case study examines brand strategies of a multinational company in the high-tech industry. By using NVIVO, this research analyses the brand narratives by corporate managers of Axis Communications in Sweden and local stakeholders in Russia, Brazil and India. The study evaluates perceptions about brand value and contributing activities emphasized by corporate managers, local managers, local partners and local end-customers.

Findings – The findings demonstrate that corporate managers underutilize contributing activities by local managers and other local stakeholders, despite these activities being central to enhancing brand value. This research provides insights into how corporate and local managers can develop successful brand strategies in emerging markets. Consequently, a general typology of contributing activities to B2B brand value by local stakeholders is proposed.

Originality/value – The company-centred approach to B2B branding stresses the importance of unique components of brand value and their consistent communication to multiple stakeholders. Prior studies provide limited evidence on how various stakeholders perceive brand value and enhance it through their contributing activities. Following the stakeholder-encompassing approach, this study advances branding research by examining perceptions about and contributing activities to B2B brand value by corporate managers and local stakeholders in a cross-cultural setting. Future studies are recommended to apply a stakeholder-encompassing approach in developed and transition economies and considering other relevant groups of stakeholders.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2016
Keywords
Emerging markets, brand value, stakeholders, B2B branding, brand strategy
National Category
Business Administration
Identifiers
urn:nbn:se:umu:diva-121225 (URN)10.1108/QMR-06-2015-0051 (DOI)000382170300002 ()
Available from: 2016-05-30 Created: 2016-05-30 Last updated: 2018-06-07Bibliographically approved
Biedenbach, G., Bengtsson, M. & Marell, A. (2015). Brand equity, satisfaction, and switching costs: An examination of effects in the business-to-business setting. Marketing Intelligence & Planning, 33(2), 164-178
Open this publication in new window or tab >>Brand equity, satisfaction, and switching costs: An examination of effects in the business-to-business setting
2015 (English)In: Marketing Intelligence & Planning, ISSN 0263-4503, E-ISSN 1758-8049, Vol. 33, no 2, p. 164-178Article in journal (Refereed) Published
Abstract [en]

The purpose of this paper is to investigate the effects of satisfaction and switching costs on the development of brand equity in the business-to-business setting. Structural equation modeling was used to analyze 632 responses from the CEOs and CFOs of organizations buying auditing and business consultancy services from one of the Big Four auditing companies. The findings demonstrate the significant impact of satisfaction and switching costs on B2B brand equity. Furthermore, the findings show the positive effect of switching costs on satisfaction. The findings provide a strong foundation for further investigation of links between the key marketing concepts: brand equity, satisfaction, and switching costs.

Keywords
Brand equity, satisfaction, switching costs, brand management, professional services, business-to-business marketing
National Category
Business Administration
Identifiers
urn:nbn:se:umu:diva-101092 (URN)10.1108/MIP-03-2014-0059 (DOI)000355726800004 ()2-s2.0-84925150816 (Scopus ID)
Available from: 2015-03-19 Created: 2015-03-19 Last updated: 2018-06-07Bibliographically approved
Organisations

Search in DiVA

Show all publications