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- W2743336129 abstract "Purpose - The purpose of this paper is to present and discuss the main constituents of Interactive Branding through the actor-resource-activity (ARA) model of business networks. Furthermore, the paper aims to add to the current business market management literature by introducing corporate branding to business network research. Design/methodology/approach - As a theoretical background the paper presents traditional ARA model of the Industrial Marketing and Purchasing (IMP) Group, with its roots in the business network studies. In the same manner, the importance of Interactive Branding for business relationship development is elaborated. Finally, ARA model has been re-introduced and conceptually discussed through the lens of Interactive Branding. Findings - The Pyramid of Interactive Branding, as a new theoretical framework, advocates the merge between business network and corporate branding literature. The actor layer of Interactive Branding pyramid is presented by individual human actors, the resource layer through their social network relationships, while activity layer is acknowledged through interactions, as strategic activities of individual actors. Originality/value - This paper is the first attempt to link one of the business network models with corporate branding. It builds understanding of the key concepts and mutuality of two distant but important business paradigms, and thus provides unique conceptual and managerial implications. Keywords Interactive Branding, human actors, social network connections, corporate branding, resources, interactions. Paper type Conceptual paper" @default.
- W2743336129 created "2017-08-17" @default.
- W2743336129 creator A5027416010 @default.
- W2743336129 date "2016-12-14" @default.
- W2743336129 modified "2023-09-27" @default.
- W2743336129 title "Actor-Resource-Activity (ARA) Model for Studying Interactive Network Branding in Business Relationships" @default.
- W2743336129 hasPublicationYear "2016" @default.
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