Exploring sustainable B2B branding through network reputation

Purpose This paper aims to shed light on the relationship between sustainability and branding activities in a business-to-business (B2B) context. These activities are often studied as two different and, at times, conflicting tasks. Current understanding primarily adopts a single-firm perspective, in which sustainability and branding are fully controlled by each company’s management. This concept-generating case study offers an extended network perspective on the sustainable B2B branding phenomenon and proposes network reputation (NR) as a promising concept for future research. Design/methodology/approach The paper adopts an abductive research logic to support conceptual development in B2B branding. This approach is complemented by an illustrative longitudinal case study, which is used to make sense of the NR concept in practice, while also proposing a new dynamic research framework. Findings NR is defined as a dynamic, collective perception that emerges from the interdependent actions of firms and stakeholders embedded in networks. NR processes may emerge through stakeholder-oriented sustainable B2B branding strategies and/or be influenced by unforeseen critical events, resulting in reactive and responsive actions from business partners and stakeholders. Both NR processes may also develop and unfold simultaneously. Research limitations/implications The paper contributes to the B2B marketing literature by emphasizing the importance of a stakeholder perspective on sustainable B2B branding. However, due to the unavailability and sensitivity of empirical data, the paper adopts an abductive approach to make sense of the NR concept. This is supported by an illustrative case, drawing on rich secondary data and narrative content analysis. Practical implications The paper contends that B2B companies should closely monitor the sustainability practices and branding positions of their business partners and stakeholders because these actors jointly influence their NR in B2B markets. Originality/value This paper addresses gaps in the current literature by introducing the NR concept as a dynamic relationship- and stakeholder-oriented framework for exploring sustainable B2B branding.