Credibility and price premium-based competitiveness for industrial brands

Civilai Leckie, Abhishek Dwivedi, Lester W. Johnson

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


Extant research on brand competitiveness concentrates on the B2C contexts, yet it remains poorly understood in the B2B contexts, especially for industrial brands. This current research aims to investigate how seller credibility potentially drives organizational buyers' willingness to pay price premiums (WTPP) through customer-company identification and buyer long-term orientation. In particular, we argue that buyer WTPP represents the industrial brands' competitiveness since buying firms express such strong preferences for the industrial sellers’ products and services compared to competitors that they are willing to pay price premiums. Based on data from 454 US-based industrial buyers, our findings generally support the proposed hypotheses. Our research sheds light on how industrial sellers can build their brand competitiveness. Actionable insights for research and managerial practice are provided.
Original languageEnglish
Article number103418
Number of pages10
JournalJournal of Retailing and Consumer Services
Early online dateMay 2023
Publication statusPublished - Sept 2023


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