Branding in Chinese B2B Small and Medium Enterprises: Brand communication channels, branding effectiveness and barriers

Abstract

Purpose:
This study aims to have a comprehensive investigation associated with B2B
branding in Chinese SMEs.

Research Methodology: The data comprises semi-structured theme interviews among 11 senior management in Chinese B2B SMEs.

Findings:
Chinese B2B SMEs combine diverse brand communication channels to maximize the branding effectiveness. B2B SMEs in China largely rely on the face to face environment brand communication channels to build network and relationship with customers. New media channels also have a high level of application among these organizations. In addition, most B2B SMEs in China consider their branding are effective based on their own measurements. Finally, compared to western countries,
B2B SMEs in China are facing similar branding barriers.

Research limitation:
Sample size is only 11 industrial SMEs in China and the data comes from one region and thus the research context limits the generalizability of the results.

Originality/value:
Whereas the importance of B2B branding in SMEs and the
significance of Chinese market, this is the first paper to examine the branding in this specific context from its brand communication channels, branding effectiveness and barriers.