Offering a Model for Determining the Factors Affecting the Branding and its Impacts on the Industrial Markets from the Automobile Suppliers’ Perspective

B2B brand is one of the most important assets of any company and plays an important role in the success of the companies and the effective communication with the members of the supply chain. In this study, using the database theory, the factors influencing branding and its effects on industrial markets were identified and explained from the point of view of the manufacturers of Automobile parts. To this end, the data were collected through semi-structured interviews with managers and authorities related to this field. The theoretical sampling was done and after 10 interviews, theoretical saturation was achieved. The analysis and coding of data based on the model of data theorizing theory in three stages of open, axial and selective coding showed that corporate brand factors include communication with supply chain members, marketing activities, and company features and its consequences on the mental image of the company and its financial performance.

کلیدواژه ها:

Branding ، B2B Branding ، Industrial Market ، Automobile Suppliers