{"id":{"repo_id":"passau-thes","oai_identifier":"oai:kobv.de-opus4-uni-passau:1158"},"canonical_url":"https://search.dev.ndltd.org/etd/passau-thes/oai:kobv.de-opus4-uni-passau:1158","repository":{"repo_id":"passau-thes","name":"Universität Passau","base_url":"https://opus4.kobv.de/opus4-uni-passau/oai"},"display":{"title":"Three Essays on Brand Management in the Business-to-Business Context: Brand Identity, Brand Culture, and Brand Essence","abstract":"This dissertation examines the overarching research question of how the suppliers’ brand management in the form of brand identity, brand culture, and brand essence influences buyer-seller relationships in three independent essays. In Essay 1, I address the structure, capabilities, and outcomes of brand identity from a supplier perspective. Through qualitative interviews with suppliers, I examine how widespread the concept of brand identity is in practice and what exactly practitioners understand by it. Going further, I look at what capabilities and conditions are necessary for brand identity to be successful and what outcomes suppliers hope to achieve. Using an Information-Display-Matrix (IDM) test and a sample of Master of Business Administration (MBA) students, I examine the relevance of brand functions in more detail. In Essay 2, I use a dyadic dataset with matched buyer-seller dyads to examine the causes and effects of perceptual congruence and incongruence of brand culture strength on the buyer-seller relationship, while considering relationship-specific investments and interaction mechanisms as moderating effects. I show that congruence and incongruence have different effects on customer loyalty and price sensitivity and that these are strongly context-dependent. In Essay 3, I deal with brand essence strength interactions and their effects on the buyer-seller relationship. I use a dyadic dataset with matched buyer-seller dyads to show how brand essence strength influences customer loyalty and customer profitability, and how it interacts with key customer attitudes and other important buyer-seller relationship closeness indicators. This dissertation makes a significant contribution to the literature on brand identity, brand culture, and brand essence in buyer-seller relationships. Furthermore, my dissertation offers practical implications for managers at B2B suppliers who (re)shape their brand management with a focus on the inner parts of the brand.","abstract_html":"This dissertation examines the overarching research question of how the suppliers’ brand management in the form of brand identity, brand culture, and brand essence influences buyer-seller relationships in three independent essays. In Essay 1, I address the structure, capabilities, and outcomes of brand identity from a supplier perspective. Through qualitative interviews with suppliers, I examine how widespread the concept of brand identity is in practice and what exactly practitioners understand by it. Going further, I look at what capabilities and conditions are necessary for brand identity to be successful and what outcomes suppliers hope to achieve. Using an Information-Display-Matrix (IDM) test and a sample of Master of Business Administration (MBA) students, I examine the relevance of brand functions in more detail. In Essay 2, I use a dyadic dataset with matched buyer-seller dyads to examine the causes and effects of perceptual congruence and incongruence of brand culture strength on the buyer-seller relationship, while considering relationship-specific investments and interaction mechanisms as moderating effects. I show that congruence and incongruence have different effects on customer loyalty and price sensitivity and that these are strongly context-dependent. In Essay 3, I deal with brand essence strength interactions and their effects on the buyer-seller relationship. I use a dyadic dataset with matched buyer-seller dyads to show how brand essence strength influences customer loyalty and customer profitability, and how it interacts with key customer attitudes and other important buyer-seller relationship closeness indicators. This dissertation makes a significant contribution to the literature on brand identity, brand culture, and brand essence in buyer-seller relationships. Furthermore, my dissertation offers practical implications for managers at B2B suppliers who (re)shape their brand management with a focus on the inner parts of the brand.","abstract_has_math":false,"creators":["Resch, René Matthias"],"institution":"Universität Passau","degree_name":null,"degree_level":"thesis.doctoral","degree_discipline":null,"degree_department":null,"school":null,"contributors":["Totzek, Dirk","Schumann, Jan Hendrik"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2022,"date_issued":"2022-11-21","date_published":"2022-11-21","updated_at":"2026-07-24T03:45:10Z","subjects":["brand management","business-to-business","brand identity","brand culture","brand essence"],"languages":[],"rights":["Standardbedingung laut Einverständniserklärung"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://opus4.kobv.de/opus4-uni-passau/frontdoor/index/index/docId/1158","outbound_label":"Repository record","outbound_source":"source_url"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Totzek, Dirk","Schumann, Jan Hendrik"]},{"key":"dc:creator","label":"Author","values":["Resch, René Matthias"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:publisher","label":"Institution","values":["Universität Passau"]},{"key":"dc:type","label":"Dc Type","values":["doctoralThesis"]},{"key":"thesis:degree_level","label":"Degree Level","values":["thesis.doctoral"]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["Universität Passau"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["brand management","business-to-business","brand identity","brand culture","brand essence"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:rights","label":"Dc Rights","values":["Standardbedingung laut Einverständniserklärung"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["This dissertation examines the overarching research question of how the suppliers’ brand management in the form of brand identity, brand culture, and brand essence influences buyer-seller relationships in three independent essays. In Essay 1, I address the structure, capabilities, and outcomes of brand identity from a supplier perspective. Through qualitative interviews with suppliers, I examine how widespread the concept of brand identity is in practice and what exactly practitioners understand by it. Going further, I look at what capabilities and conditions are necessary for brand identity to be successful and what outcomes suppliers hope to achieve. Using an Information-Display-Matrix (IDM) test and a sample of Master of Business Administration (MBA) students, I examine the relevance of brand functions in more detail. In Essay 2, I use a dyadic dataset with matched buyer-seller dyads to examine the causes and effects of perceptual congruence and incongruence of brand culture strength on the buyer-seller relationship, while considering relationship-specific investments and interaction mechanisms as moderating effects. I show that congruence and incongruence have different effects on customer loyalty and price sensitivity and that these are strongly context-dependent. In Essay 3, I deal with brand essence strength interactions and their effects on the buyer-seller relationship. I use a dyadic dataset with matched buyer-seller dyads to show how brand essence strength influences customer loyalty and customer profitability, and how it interacts with key customer attitudes and other important buyer-seller relationship closeness indicators. This dissertation makes a significant contribution to the literature on brand identity, brand culture, and brand essence in buyer-seller relationships. Furthermore, my dissertation offers practical implications for managers at B2B suppliers who (re)shape their brand management with a focus on the inner parts of the brand."]},{"key":"dc:format.medium","label":"Dc Format Medium","values":["application/pdf"]},{"key":"dc:title","label":"Title","values":["Three Essays on Brand Management in the Business-to-Business Context: Brand Identity, Brand Culture, and Brand Essence"]}]}],"canonical_facts":{"dc:contributor":["Totzek, Dirk","Schumann, Jan Hendrik"],"dc:creator":["Resch, René Matthias"],"dc:description.abstract":["This dissertation examines the overarching research question of how the suppliers’ brand management in the form of brand identity, brand culture, and brand essence influences buyer-seller relationships in three independent essays. In Essay 1, I address the structure, capabilities, and outcomes of brand identity from a supplier perspective. Through qualitative interviews with suppliers, I examine how widespread the concept of brand identity is in practice and what exactly practitioners understand by it. Going further, I look at what capabilities and conditions are necessary for brand identity to be successful and what outcomes suppliers hope to achieve. Using an Information-Display-Matrix (IDM) test and a sample of Master of Business Administration (MBA) students, I examine the relevance of brand functions in more detail. In Essay 2, I use a dyadic dataset with matched buyer-seller dyads to examine the causes and effects of perceptual congruence and incongruence of brand culture strength on the buyer-seller relationship, while considering relationship-specific investments and interaction mechanisms as moderating effects. I show that congruence and incongruence have different effects on customer loyalty and price sensitivity and that these are strongly context-dependent. In Essay 3, I deal with brand essence strength interactions and their effects on the buyer-seller relationship. I use a dyadic dataset with matched buyer-seller dyads to show how brand essence strength influences customer loyalty and customer profitability, and how it interacts with key customer attitudes and other important buyer-seller relationship closeness indicators. This dissertation makes a significant contribution to the literature on brand identity, brand culture, and brand essence in buyer-seller relationships. Furthermore, my dissertation offers practical implications for managers at B2B suppliers who (re)shape their brand management with a focus on the inner parts of the brand."],"dc:format.medium":["application/pdf"],"dc:publisher":["Universität Passau"],"dc:rights":["Standardbedingung laut Einverständniserklärung"],"dc:subject":["brand management","business-to-business","brand identity","brand culture","brand essence"],"dc:title":["Three Essays on Brand Management in the Business-to-Business Context: Brand Identity, Brand Culture, and Brand Essence"],"dc:type":["doctoralThesis"],"thesis:degree_level":["thesis.doctoral"],"thesis:institution_name":["Universität Passau"]},"updated_at":"2026-07-24T03:45:10Z"}