Journal of Management Research and Analysis 2021;8(2):90–93 Content available at: https://www.ipinnovative.com/open-access-journals Journal of Management Research and Analysis Journal homepage: https://www.jmra.in/ Original Research Article Effect of corporate branding on industrial and organizational purchasing T Bayavanda Chinnappa 1 , N Karunakaran 2, * 1 Dept. of Management, People Institute of Management Studies, Munnad, Kasaragod, Kerala, India 2 Dept. of Economics, People Institute of Management Studies, Munnad, Kasaragod, Kerala, India ARTICLE INFO Article history: Received 28-05-2021 Accepted 03-06-2021 Available online 17-06-2021 Keywords: Corporate Branding Purchasing Industry Organization ABSTRACT Brands are an important asset to an organization, though intangible. Specifically in the B2B domain Brand building exercises are not flaunted but subtly carried out. A brand insight fortifies is the contents of this paper. © This is an open access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. 1. Introduction Industries and corporations in the B2B space have realized the importance of apportioning an extra amount towards brand building activities owing to globalization and availability of multiple alternatives. In this endeavor they ensure that their brand offerings continue to remain as a “top of the mind” recall brand. It is interesting to note that with the advent of modern technology and the IT revolution, nurturing and revitalizing brands is easier than before. 2. Objective In this paper an attempt is made to study the effect of brands in B2B domain and is focused on how the purchase pattern moderates with the influence of brands and the overriding factors that guide purchase decision. The role of brands and their moderation over the “buy-grid” is being discussed thread bare. * Corresponding author. E-mail address: narankarun@gmail.com (N. Karunakaran). 3. Materials and Methods To search the effect of corporate branding on industrial and organizational purchasing, a systematic analysis was done and some current reports and articles were used for reference. 4. Results, Analysis and Discussion 4.1. Corporate branding and its effect on industrial and organizational purchasing Brands are not ephemeral. It is to be seen how these definitions moderate vis-à-vis corporate branding with specific reference to industrial products. Consumers eat, smell, feel and hear brands. The concept of smell, feel, hear and eat pertaining to brands with respect to industrial products differ vastly. The buyer behavior as applicable to industrial products is scientific and rational. 1 Analysis Comparisons and reference checks precede the purchase decision. The influence of brands on the pre-purchase activity is far-reaching and pervasive. Brand does play a decisive role in the purchase decision of industrial products. A typical purchase scenario in the https://doi.org/10.18231/j.jmra.2021.018 2394-2762/© 2021 Innovative Publication, All rights reserved. 90