Presentation information

Interactive Session

[4Rin1] Interactive 2

Fri. Jun 12, 2020 9:00 AM - 10:40 AM Room R01 (jsai2020online-2-33)

[4Rin1-63] The Relation between B2B Corporate Brands Elements and Shareholder Values

〇Tomonori Manabe1, Hirochika Yamashiro1, Kei Nakagawa2 (1.Sansan, Inc., 2.Nomura Asset Management Co, Ltd.)

Keywords:brand, marketing

The challenge in the research for B2B corporate brands is the identification of perception elements and how they should be measured.
In this study, we used a new B2B brand rating score, which was developed based on the reputation for the company among people who have a connection with employees of the company.
By analyzing the reputation data using the NLP method, we identified the elements of corporate brand perception in the industrial market.
And we demonstrated that the impression of the element "high technology, the attractiveness of products" shows higher relevance to corporate value than other features.
These findings are important for brand managers who consider B2B corporate branding and stakeholder engagement that link to corporate value.

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