 How B2B seller firms can leverage the power of brands with end usersAmy Greiner Fehl, Todd Arnold and Valerie Good Journal of Business Research, 2025, vol. 186, issue C Abstract: Current research explores the drivers of business-to-business (B2B) customer engagement for end users of products in customer firms. Although sometimes overlooked in the selling process, end users can be a key stakeholder group for selling firms when brand engagement is generated. Using insights from both qualitative interviews and a survey-based experiment, this research illustrates how a certain type of engagement initiative—namely, a request to share advice with a peer group—is more likely to nudge end users toward engagement behaviors than either a request for product feedback or a more general question about overall job challenges. In addition, results highlight the importance of end users’ sense of meaningfulness from their work for brand attachment and engagement behaviors in a B2B buying context. More concretely, seller firms should implement peer advice-type programs to most effectively influence behaviors of end users who are key value creators in the B2B ecosystem. Keywords: Customer engagement; Work meaningfulness; B2B marketing; Brand attachment; Brand performance; Sales; End users (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:186:y:2025:i:c:s0148296324004569 DOI: 10.1016/j.jbusres.2024.114952 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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