Buyer–seller relational engagement and seller brand equity

Abhishek Dwivedi, Morgan Miles, Eddie Oczkowski, Jay Weerawardena, Lester Johnson, Dean Charles Wilkie

Research output: Contribution to journalArticle

Abstract

Relational engagement is offered as a framework to describe how buyers and sellers conduct exchange. Relational engagement is conceptualized as a higher-order construct comprising three dimensions: legal bonds, knowledge exchange and co-production. This paper aims to examine the efficacy of the construct by testing its influence on buyer–perceived seller brand equity.
Design/methodology/approach: An online survey of 401 US-based industrial buyers was conducted. Data were analyzed using structural equation modeling.
Findings: Empirical analysis supports the proposed conceptualization of relational engagement, as well as its influence on seller brand equity through influencing buyer-perceived relationship effectiveness.
Practical implications: Relational engagement offers a template to sellers for engaging organizational buyers. A relational engagement strategy has favorable implications for seller brand equity.
Originality/value: Relational engagement offers a comprehensive strategic perspective on inter-organizational exchange, moving beyond tactical approaches. The framework reflects the continuum of exchange, incorporating transactional-dominant and relationship-dominant forms of inter-organizational marketing practices.
Original languageEnglish
JournalJournal of Business and Industrial Marketing
DOIs
Publication statusE-pub ahead of print - 09 Dec 2019

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Brand equity
Seller
Buyers
Design methodology
Conceptualization
Empirical analysis
Efficacy
Marketing practices
Structural equation modeling
Template
Knowledge exchange
Online survey
Co-production
Testing

Cite this

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title = "Buyer–seller relational engagement and seller brand equity",
abstract = "Relational engagement is offered as a framework to describe how buyers and sellers conduct exchange. Relational engagement is conceptualized as a higher-order construct comprising three dimensions: legal bonds, knowledge exchange and co-production. This paper aims to examine the efficacy of the construct by testing its influence on buyer–perceived seller brand equity.Design/methodology/approach: An online survey of 401 US-based industrial buyers was conducted. Data were analyzed using structural equation modeling.Findings: Empirical analysis supports the proposed conceptualization of relational engagement, as well as its influence on seller brand equity through influencing buyer-perceived relationship effectiveness.Practical implications: Relational engagement offers a template to sellers for engaging organizational buyers. A relational engagement strategy has favorable implications for seller brand equity.Originality/value: Relational engagement offers a comprehensive strategic perspective on inter-organizational exchange, moving beyond tactical approaches. The framework reflects the continuum of exchange, incorporating transactional-dominant and relationship-dominant forms of inter-organizational marketing practices.",
keywords = "Industrial relationships, Relational engagement, Seller brand equity",
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Buyer–seller relational engagement and seller brand equity. / Dwivedi, Abhishek; Miles, Morgan; Oczkowski, Eddie; Weerawardena, Jay; Johnson, Lester; Wilkie, Dean Charles.

In: Journal of Business and Industrial Marketing, 09.12.2019.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Buyer–seller relational engagement and seller brand equity

AU - Dwivedi, Abhishek

AU - Miles, Morgan

AU - Oczkowski, Eddie

AU - Weerawardena, Jay

AU - Johnson, Lester

AU - Wilkie, Dean Charles

PY - 2019/12/9

Y1 - 2019/12/9

N2 - Relational engagement is offered as a framework to describe how buyers and sellers conduct exchange. Relational engagement is conceptualized as a higher-order construct comprising three dimensions: legal bonds, knowledge exchange and co-production. This paper aims to examine the efficacy of the construct by testing its influence on buyer–perceived seller brand equity.Design/methodology/approach: An online survey of 401 US-based industrial buyers was conducted. Data were analyzed using structural equation modeling.Findings: Empirical analysis supports the proposed conceptualization of relational engagement, as well as its influence on seller brand equity through influencing buyer-perceived relationship effectiveness.Practical implications: Relational engagement offers a template to sellers for engaging organizational buyers. A relational engagement strategy has favorable implications for seller brand equity.Originality/value: Relational engagement offers a comprehensive strategic perspective on inter-organizational exchange, moving beyond tactical approaches. The framework reflects the continuum of exchange, incorporating transactional-dominant and relationship-dominant forms of inter-organizational marketing practices.

AB - Relational engagement is offered as a framework to describe how buyers and sellers conduct exchange. Relational engagement is conceptualized as a higher-order construct comprising three dimensions: legal bonds, knowledge exchange and co-production. This paper aims to examine the efficacy of the construct by testing its influence on buyer–perceived seller brand equity.Design/methodology/approach: An online survey of 401 US-based industrial buyers was conducted. Data were analyzed using structural equation modeling.Findings: Empirical analysis supports the proposed conceptualization of relational engagement, as well as its influence on seller brand equity through influencing buyer-perceived relationship effectiveness.Practical implications: Relational engagement offers a template to sellers for engaging organizational buyers. A relational engagement strategy has favorable implications for seller brand equity.Originality/value: Relational engagement offers a comprehensive strategic perspective on inter-organizational exchange, moving beyond tactical approaches. The framework reflects the continuum of exchange, incorporating transactional-dominant and relationship-dominant forms of inter-organizational marketing practices.

KW - Industrial relationships

KW - Relational engagement

KW - Seller brand equity

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