Author(s): Mahender Kumar, Dr. Arunima Rana
Purpose – This study addresses fragmentation in business-to-business (B2B) corporate branding literature by demonstrating that existing firm-centric and dyadic perspectives inadequately explain branding in contemporary, digitally mediated B2B networks. It critically complements prior research by filling this gap and providing an integrated, theory-building synthesis of corporate branding as a dynamic, network-co-created process Design/methodology/approach – This review examines 198 peer-reviewed journal articles published between 2000 and 2025 in the SCOPUS database, employing a dual analytical framework: thematic analysis to discern core constructs and critical conceptual synthesis informed by network theory, and service-dominant logic with a multi-stakeholder interaction approach. Findings – The review identifies and examines seven primary themes, which lack theoretical unity and ignore the co-creation aspect of brand value. In response this study reconceptualises B2B corporate branding as emerging through recursive interactions among multiple actors within digitally mediated ecosystems shaped by AI transformation, ESG imperatives, and geopolitical pressures. An integrative framework explains how brand meaning and value evolve through relational trust, identity alignment, and reputational processes Research limitations/implications – This study’s limitations include its database selection, search parameters, and time frame along with English-language publications. The proposed model provides theoretical clarity and suggests future research on network-level analysis, cross-cultural validation, and longitudinal brand co-creation studies. Originality/value – First, it advances a theory that adopts a dynamic, networked interaction perspective in place of a static, firm-centred view. Second, it provides an integrative theoretical framework that explains brand value formation at the ecosystem level rather than the dyadic level. Third, it offers a future-oriented research agenda that foregrounds network dynamics, digital & AI platforms, and sustainability as central mechanisms in B2B brand co-creation.