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Context effects in the evaluation of business-to-business brand alliances

Context effects in the evaluation of business-to-business brand alliances
Context effects in the evaluation of business-to-business brand alliances
Brand alliances in the business-to-business domain are becoming increasingly popular. This study investigates the impact of context-related effects on the formation of evaluation perceptions in B2B brand alliances. Assimilation and contrast effects represent the conceptual framework. Employing an experimental design we test the influence of two contextual factors on a range of product attributes: quality perceptions of the known brand ally (valence), and amount of information provided for the brand alliance. Using data collected from a cross section sample of large B2B UK companies we report assimilation effects across different product attributes of the alliance. Positive valence of the known brand ally results in higher evaluations of the brand alliance. In terms of provision of information, we find that, (a) unlike consumer markets, in the B2B domain higher evaluations are the result of detailed information, and (b) the impact of detailed information is significant only for tangible product attributes. Further, we find that valence of the known brand ally and amount of information provided are independent factors. The results add significantly to the knowledge on context effects in B2B brand alliances and lead to a number of managerial recommendations on partner selection and marketing communication of new brand alliances.
0019-8501
322-334
Kalafatis, Stavros P.
e7b1aa2b-4d08-46fd-9eb6-215d9999d6c5
Riley, Debra
3bfd3381-5efb-4950-a5d4-a5844e7bdda4
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Kalafatis, Stavros P.
e7b1aa2b-4d08-46fd-9eb6-215d9999d6c5
Riley, Debra
3bfd3381-5efb-4950-a5d4-a5844e7bdda4
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531

Kalafatis, Stavros P., Riley, Debra and Singh, Jaywant (2014) Context effects in the evaluation of business-to-business brand alliances. Industrial Marketing Management, 43 (2), 322-334. (doi:10.1016/j.indmarman.2013.09.002).

Record type: Article

Abstract

Brand alliances in the business-to-business domain are becoming increasingly popular. This study investigates the impact of context-related effects on the formation of evaluation perceptions in B2B brand alliances. Assimilation and contrast effects represent the conceptual framework. Employing an experimental design we test the influence of two contextual factors on a range of product attributes: quality perceptions of the known brand ally (valence), and amount of information provided for the brand alliance. Using data collected from a cross section sample of large B2B UK companies we report assimilation effects across different product attributes of the alliance. Positive valence of the known brand ally results in higher evaluations of the brand alliance. In terms of provision of information, we find that, (a) unlike consumer markets, in the B2B domain higher evaluations are the result of detailed information, and (b) the impact of detailed information is significant only for tangible product attributes. Further, we find that valence of the known brand ally and amount of information provided are independent factors. The results add significantly to the knowledge on context effects in B2B brand alliances and lead to a number of managerial recommendations on partner selection and marketing communication of new brand alliances.

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More information

Accepted/In Press date: 9 September 2013
e-pub ahead of print date: 6 October 2013
Published date: February 2014

Identifiers

Local EPrints ID: 435961
URI: http://eprints.soton.ac.uk/id/eprint/435961
ISSN: 0019-8501
PURE UUID: 7e2bc0cf-ee99-48ea-a78c-51be19522f7f
ORCID for Jaywant Singh: ORCID iD orcid.org/0000-0002-0766-0162

Catalogue record

Date deposited: 25 Nov 2019 17:30
Last modified: 26 Nov 2019 01:20

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