kerostig | Tag : organizational branding https://kerostig.org/tag/organizational-branding/ Derniers appels à publications avec le tag 'organizational branding'. Sat, 17 Oct 2026 17:04:41 GMT https://validator.w3.org/feed/docs/rss2.html https://github.com/jpmonette/feed fr kerostig | Tag : organizational branding https://kerostig.org/public/favicon/android-chrome-96x96.png https://kerostig.org/tag/organizational-branding/ Notices : kerostig © 2026. Le texte des appels appartient à leurs éditeurs. <![CDATA[Navigating the contemporary challenges of B2B branding]]> https://kerostig.org/call/emerald-navigating-the-contemporary-challenges-of-b2b-branding/ emerald-navigating-the-contemporary-challenges-of-b2b-branding Wed, 30 Sep 2026 23:00:11 GMT

Pramod Iyer, Kennesaw State University

Arezoo Davari, Eastern Washington University

Hyunju Shin, Kennesaw State University

Atanas Nik Nikolov, Kennesaw State University

B2B branding faces evolving challenges as markets grow more complex and digital. Organizations increasingly recognize branding's value for securing partnerships, improving retention, commanding premium prices, and attracting talent. However, contemporary pressures—including digital transformation, artificial intelligence, sustainability concerns, and global market complexities—have intensified the need for distinct value propositions while shifting buyer focus toward trust and credibility.

Research on B2B branding often adapts B2C models, creating a significant gap in context-specific theories and frameworks tailored to B2B environments. Additionally, B2B marketers face mounting pressure to demonstrate immediate return on investment despite budget cuts, creating tension between long-term brand building and short-term performance demands. This special issue seeks conceptual and empirical research advancing B2B branding theory with actionable insights for practitioners addressing these unique challenges.

Appel publié par Journal of Product & Brand Management. Voir l'appel sur le site de l'éditeur. Fiche de l'appel sur kerostig.

Potential topics

  • Balancing long-term branding objectives with short-term performance expectations
  • Dark side of B2B branding including brand betrayal and opportunism
  • Repositioning B2B brands in global and cultural contexts
  • Aligning stakeholder expectations in B2B brand management
  • Internal branding and employee loyalty in B2B organizations
  • Communicating brand value among B2B relationship partners
  • Digital and AI transformation impact on B2B brand management
  • Value creation through B2B branding
  • B2B-specific branding theories beyond B2C frameworks
  • Measuring financial and non-financial value of B2B branding investments
  • Brand failures, reputational crises and recovery strategies in B2B markets
  • Ethical dilemmas in B2B branding

Timeline

  • January 12, 2026: Opening date for manuscripts submissions
  • March 13, 2027: Closing date for manuscripts submission
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