The fact that brands create trust and develop cognitive and emotional ties with customers are well recognized. However, this is primarily associated with B2C markets. More recent studies admit to the fact that despite the differences between B2C and B2B contexts brands can have valuable features in B2B as well as B2C. Purchases in a B2B context are a combination of decisions made by individuals where the decision can be affected by personal factors as well as cognitive and affective factors, although in an organizational environment.

This study aimed to examine potential factors that can influence a buyer in a buying process within a B2B-context and was restricted to investigate products that the company does not use themselves and organizations based in Sweden. At the start of our research, we found that previous research within purchase decisions with emotions as a variable for the most part only focuses on B2C organizations or B2C relationships. This created an interest in for the authors if it is possible to investigate B2B in a similar way. The original research showed that one of the reasons for this could be that many previous researchers have rejected emotion as a variable to consider in B2B purchasing decisions due to the fact that B2B is often about companies acting on orders from higher-ups. An employee who makes purchasing decisions has therefore been put as a cog in the machine whose task has been to buy the highest quality at the lowest price possible. Therefore, it has been particularly interesting to respond to this norm in order to be able to determine whether it is true or not. After interviews with buyers from organizations in the Swedish markets, the authors have gained a clearer picture of what the reality of the matter actually is.

For this study, a research model was developed based on recognized brand concepts and organizational buying behavior models. The model includes the underlying hypothesis that organizational buying behavior is influenced by brands and that dual processes play a decisive role in the individual's decision. The research is of a qualitative kind which, with the help of in-depth interviews, provides a deeper understanding of human behavior and factors to this behavior.

The results show that organizational buying behavior has connections to the buyer's individual buying behavior, meaning that when the buyer lacks motivation, knowledge or interest in the product, the emotions are stronger and have a greater impact on the buying decision.