Influence of interfirm brand values congruence on relationship qualities in B2B contexts

被引:41
作者
He, Jiaxun [1 ]
Huang, Haiyang [2 ]
Wu, Wanying [1 ]
机构
[1] East China Normal Univ, Fac Econ & Managemen4, Asia Europe Business Sch, Shanghai 200241, Peoples R China
[2] Wuyi Univ, Sch Econ & Management, Jiangmen 529020, Peoples R China
基金
中国国家自然科学基金;
关键词
Brand values; Brand identification; Brand sensitivity; Brand trust; Word of mouth; Value co-creation; CONSUMER ATTITUDES; PERSONALITY; CULTURE; TRUST; FRAMEWORK; IDENTIFICATION; SENSITIVITY; COMMITMENT; MEDIATION; CONGRUITY;
D O I
10.1016/j.indmarman.2018.02.015
中图分类号
F [经济];
学科分类号
02 ;
摘要
Adopting a new perspective of brand values, this study explores the influence of brand values congruence between buyers and sellers on relationship qualities in B2B contexts. To expand knowledge on this issue, the authors introduce the construct of brand identification to explain how brand values congruence exerts influence. The results show that self-enhancement congruence and self-transcendence congruence positively affect brand trust, word of mouth, and value co-creation through the mediating role of brand identification. In addition, brand sensitivity positively moderates the effect of self-enhancement congruence on brand trust, word of mouth, and value co-creation through brand identification. However, the mediated moderation effect disappears in self transcendence congruence. On the basis of these findings, the authors present implications for B2B companies with regard to developing effective branding strategies in accordance with brand values.
引用
收藏
页码:161 / 173
页数:13
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