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How B2B seller firms can leverage the power of brands with end users

Author

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  • Fehl, Amy Greiner
  • Arnold, Todd
  • Good, Valerie

Abstract

Current research explores the drivers of business-to-business (B2B) customer engagement for end users of products in customer firms. Although sometimes overlooked in the selling process, end users can be a key stakeholder group for selling firms when brand engagement is generated. Using insights from both qualitative interviews and a survey-based experiment, this research illustrates how a certain type of engagement initiative—namely, a request to share advice with a peer group—is more likely to nudge end users toward engagement behaviors than either a request for product feedback or a more general question about overall job challenges. In addition, results highlight the importance of end users’ sense of meaningfulness from their work for brand attachment and engagement behaviors in a B2B buying context. More concretely, seller firms should implement peer advice-type programs to most effectively influence behaviors of end users who are key value creators in the B2B ecosystem.

Suggested Citation

  • Fehl, Amy Greiner & Arnold, Todd & Good, Valerie, 2025. "How B2B seller firms can leverage the power of brands with end users," Journal of Business Research, Elsevier, vol. 186(C).
    • Handle: RePEc:eee:jbrese:v:186:y:2025:i:c:s0148296324004569
    DOI: 10.1016/j.jbusres.2024.114952
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