Buyer-Seller relationship Quality and Brand Equity in the Thoroughbred Consignment Industry
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Date
2007-09
Authors
Marquardt, Adam Jefferson
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
In the relationship marketing literature, our knowledge of business-to-business
buyer-seller relationship quality and its role in influencing seller brand equity remains
incomplete. This study develops a theory-grounded conceptual framework regarding
the mediating role of buyer-seller relationship quality between buyer attitudes toward
the seller's corporate and product brands, and seller brand equity in a business-to-business
context. A mail survey was administered to buyers of Thoroughbred horses
regarding the past purchase of a racing prospect (product brand) from a Thoroughbred
consignor (seller brand), generating 249 buyer responses. Structural equation
modeling was used to test the hypotheses. Results reveal that buyer-seller relationship
quality fully mediates the positive direct path between buyer attitude toward the seller
and seller brand equity, and partially mediates the negative direct path between buyer
attitude toward the product and seller brand equity. The finding that buyer attitude
toward the product is inversely predictive of seller brand equity in this context is
particularly interesting, because it imphes that in spite of the expense and uncertainty
attached to the purchase of a Thoroughbred racing prospect (product brand), the value
the buyer ascribes to the consignor (seller) is marginalized when the buyer has a more
favorable attitude toward the horse. The finding that buyer-seller relationship quality
partially mediates this path is also very interesting, because it implies that as the buyer
exhibits a less favorable attitude toward the racing prospect (product brand), the value
attributed to the consignor (seller) increases. The results of this study have significant
implications for sellers within speculative and competitive business climates.
Description
219 pages