The spillover effect of companies' brands in B2B relationships : the role of governance form choice
Year: 2014
Type: dissertation
Study design: Observational Study
Abstract: In marketing literature there is a large gap in understanding the importance of\nbrands and brand management in interorganizational relationships. This thesis\naims to extend the existing B2B branding literature by analyzing the spillover\neffect of companies’ brands in interorganizational relationships. The current paper\nsuggests that relational governance form should be positively related to brand\nspillover effect on both focal and partner companies. Additionally, this thesis is\ntesting whether the relationship between reputation, resources and contracting\ncapabilities with brand spillover effect is strengthened (weakened) while\nmoderated by governance forms. These ideas are examined using a sample of 86\nUkrainian B2B managers. By means of hierarchical regression analyses it is found\nthat (1) there is a significant positive relationship between relational governance\nform and the extent of spillover effect of brands in B2B relationship for partner\nfirm; (2) the relationship between contracting capabilities and brand spill-over\neffect for partner firm is weakened while moderated by formal governance; (3) the\ndirect relationship between reputation of a partner firm with brand spillover effect\nfor a focal company is positive; and (4) positive relationship between reputation\nof a focal firm with brand spill-over effect for a partner company is strengthened\nwhile moderated by the relational governance form. Based on the results\ntheoretical and managerial implications are provided.
Author: Anna Stepanova
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2462229123