The Role of Effective Channel Management on Brand Identity in a B2B Setting from an Emerging Market Perspective

Purpose Business to Business (B2B) firms strategized to ensure channels are effectively managed to achieve good brand identity. The literature has primarily noted channel management as a crucial strategy and differentiator in B2B settings. This has forced B2B companies to create a unique identity across all of their touchpoints. This research is to explore the role of effective channel management in enhancing corporate brand identity in the context of distributors.Design/methodology/approach This study followed a quantitative research that employed an explanatory research design. PLS-SEM analysis and fsQCA results were used to analyze the data.Findings The PLS-SEM results reveal that effective channel management influences brand identity. The fsQCA results also reveal that regardless of the degree of customer value generated, maintaining an effective channel management, brand loyalty, and brand identity is the greatest approach to build firm value.Research implications Based on the expectation that Business to Business (B2B) firms should effectively have a unique identity across its touchpoints to serve as a differentiator, both partners should help generate both firm and customer value. The positive efforts of Business to Business (B2B) firms are important to ensure that irrespective of what customer value these firms gain, the best firm value can be derived by effectively managing channels coupled with loyalty and the identity of the brand. This study shows that the brand identity developed by firms largely depends on how effective they manage their channels.Practical implication This research shows how Business to Business (B2B) firms strategized to ensure channels are effectively managed to achieve good brand identity.Originality/value The value of this study rests in the complexity of testing several important constructs, specifically channel management, brand loyalty, customer value, firm value and brand identity in the pharmaceutical sector.