B2B branding strategies in emerging markets - A systematic review of Trust-Building Mechanisms

Abstract

This dissertation systematically investigates how business-to-business (B2B) firms in emerging markets develop trust through branding strategies, a critical yet underexplored area in international business research. Using a systematic literature review approach, the study synthesizes findings from 60 peer-reviewed articles published between 2015 and 2025. Following PRISMA guidelines and adopting Tranfield’s structured methodology, the review employed the Gioia method for thematic analysis, enabling rigorous coding and theory development across relational, strategic, and institutional dimensions. The analysis reveals an integrated three-dimensional framework comprising: (1) Relational Trust Partnership, encompassing interpersonal ties, communication transparency, and long-term commitment; (2) Strategic Market Engagement, including value co-creation, collaborative innovation, and culturally adaptive branding; and (3) Institutional Safeguards and Risk Management, combining formal governance with relational mechanisms to address institutional voids. Findings highlight that successful trust-building in emerging markets depends less on contractual enforcement and more on relationship-centric governance, cultural intelligence, and localized adaptation. The study extends relationship marketing and institutional theory by demonstrating that affective trust often precedes cognitive trust in collectivist settings, challenging Western-centric assumptions. This research contributes a comprehensive conceptual framework for scholars and practical guidance for managers navigating trust-based branding in high-uncertainty contexts. It emphasizes developing hybrid governance models, cultural intelligence, and ethical, transparent communication to sustain long-term B2B partnerships in emerging economies.