The purpose of this paper is to present Interactive Network Branding (IN-Branding) and discuss its main constituents through the actor-resource-activity (ARA) model of business relationships. As a theoretical background the paper presents traditional ARA model of the Industrial Marketing and Purchasing Group. In the same manner, the importance of IN-Branding for business relationship development is elaborated. The Pyramid of IN-Branding, as a new theoretical framework, advocates the merge between business network and corporate branding literature. The actor layer of IN-Branding pyramid is presented by individual human actors, the resource layer through their social network relationships, while activity layer is acknowledged through interactions, as strategic activities of individual actors. This paper is the first attempt to link one of the business network models with corporate branding. It builds understanding of the key concepts and mutuality of two distant but important business paradigms, and thus provides unique conceptual and managerial implications.
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Koporcic, Nikolina, "Actor-Resource-Activity (ARA) Model for Studying Interactive Network Branding in Business Relationships" (2017). Association of Marketing Theory and Practice Proceedings 2017. 36.