Jean Pfiffelmann, associate professor at EM Strasbourg, published an article in volume 59 of the European Journal of Marketing.
The article entitled "The power of the past: assessing the impact of brand heritage for suppliers" was written in collaboration with Richard Huaman-Ramirez (Kedge Business School) and Renaud Lunardo (Kedge Business School).
Abstract:
Purpose
Brand heritage has gained traction in the B2C literature. However, its effects on the relationship with buyers in a B2B context, as well as the mechanisms for and conditions under which such effects are observed, remain underexplored. This study aims to examine and provide empirical evidence for perceived quality and identification – two critical determinants of close B2B relationships – as mechanisms that explain the effects of suppliers’ brand heritage on buyer loyalty. Further, this research identifies past time orientation and supplier size as boundary variables for the positive effects of suppliers’ brand heritage.
Design/methodology/approach
Three empirical studies were conducted to test the conceptual model. In Study 1, 211 professional buyers participated in a cross-sectional study by completing an online questionnaire. The data were analyzed through Partial least squares structural equation modeling. In Studies 2 and 3, 235 and 465 individuals, respectively, with professional experience in negotiation participated in experimental studies, providing support for causality across the hypotheses. Moderated mediation and floodlight analysis were performed.
Findings
This research provides consistent evidence for the hypotheses. First, the findings show that suppliers’ heritage positively affects buyer-supplier identification and quality perceptions in B2B markets, these variables mediating the effect of supplier brand heritage on trust. Second, the authors found support for past-time orientation and supplier size as boundary conditions. Specifically, past-oriented buyers tend to be more loyal toward suppliers boasting a heritage, and such heritage prompts stronger buyer-supplier identification for larger (versus smaller) suppliers.
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