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

• Published in: Industrial marketing management Vol. 72; pp. 161 - 173
• Main Authors: He, Jiaxun, Huang, Haiyang, Wu, Wanying
• Format: Journal Article
• Language: English
• Published: Elsevier Inc 01.07.2018
• Subjects: Brand identification; Brand sensitivity; Brand trust; Brand values; Value co-creation; Word of mouth; Brand sensitivity; Brand values; Value co-creation; Brand trust; Word of mouth; Brand identification
• ISSN: 0019-8501; 1873-2062
• DOI: 10.1016/j.indmarman.2018.02.015

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. •Proposes a new alternative perspective of abstract brand concepts based on human values in the B2B domain.•Focuses on the influence of interfirm-level similarity on relationship qualities between buyers and sellers.•Provides insights on the differentiated roles of brand values in B2B contexts.