Revisiting the theory of business-to-business advertising

Abstract

Creating effective business-to-business (B2B) communications is an increasingly complex challenge for marketing managers. It requires a theoretical understanding of a number of puzzling, interacting components of an advertising stimulus. However, few academicians have pursued the goal of integrating and modeling how the B2B advertising process should be conceptualized. Gilliland and Johnston (1997) provided the first comprehensive model of the process, but B2B advertising has changed dramatically since this paper and demands an update to capture the new dimensions of the phenomenon. Using a systematic literature review to summarize recent trends, this paper incorporates the key changes in B2B advertising over the last 20 years. In particular, the authors explore a revised model of B2B effects, including (1) social media, (2) creativity and emotional appeals, (3) national culture, (4) brand equity and credibility, (5) ad experience social context, and (6) competing messages.

Publication DOI: https://doi.org/10.1016/j.indmarman.2019.03.012
Divisions: Aston Business School
Additional Information: © 2019, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/
Uncontrolled Keywords: Advertising,Business-to-business communications,Creativity,National culture,Social media,Marketing
Full Text Link:
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
https://www.sci ... 1500?via%3Dihub (Publisher URL)
PURE Output Type: Article
Published Date: 2019-04-30
Published Online Date: 2019-04-30
Accepted Date: 2019-03-20
Authors: Mora Cortez, Roberto
Gilliland, David I.
Johnston, Wesley J.

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Version: Accepted Version

Access Restriction: Restricted to Repository staff only until 30 April 2021.

License: Creative Commons Attribution Non-commercial No Derivatives


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