Houcine Akrout

The present study aims to build and validate a measurement scale of perceived design affordance, particularly in the context of high-tech products, whose global spread is driven by fierce competition and constantly-evolving consumer expectations. Relying on cognitive and contextual conceptions, existing approaches have not tackled the functional/aesthetic and social/symbolic components of design affordance perception, or examined it from the consumer’s perspective. To build and validate the perceived design affordance scale, three surveys were conducted with consumers (N=24; N=96; N=420).
The results show satisfactory psychometric properties of the bi-dimensional Perception Design Affordance Scale (PDAS). We tested the reliability and validity of the final structure of the scale, as well as the structural model of a larger nomological network. Discriminant and predictive validities were supported, and the findings show that perceived design affordance has a positive effect on perceived product quality and purchase intention, and that consumer novelty-seeking relates to perceived design affordance as an antecedent.

The present study aims to build and validate a measurement scale of perceived design affordance, particularly in the context of high-tech products, whose global spread is driven by fierce competition and constantly-evolving
consumer expectations. Relying on cognitive and contextual conceptions, existing approaches have not tackled the functional/aesthetic and social/symbolic components of design affordance perception, or examined it from
the consumer’s perspective. To build and validate the perceived design affordance scale, three surveys were conducted with consumers (N = 24; N = 96; N = 420). The results show satisfactory psychometric properties of the bi-dimensional Perception Design Affordance Scale (PDAS). We tested the reliability and validity of the final structure of the scale, as well as the structural model of a larger nomological network. Discriminant and predictive validities were supported, and the findings show that perceived design affordance has a positive effect on perceived product quality and purchase intention, and that consumer novelty-seeking relates to perceived design affordance as an antecedent.

This study investigates how price, promotion and consumer characteristics affect consumer choice of high over medium- and low-equity cosmetic brand under different macroeconomic conditions.
The study uses purchase records from MarketingScan’s Behaviour Scan panels (a GFK – Mediametrie Company) covering the period from 2008 to 2009. The panel analysed represents a sample of 2,149 households representative of the national population.
Results indicate that regular price and relative brand price increase high-equity cosmetic brand choice over both low- and medium-equity brands, while reference price decreases it. Brand feature promotion activity and joint promotion positively affect high-equity cosmetic brand choice, whereas display promotion decreases it. In comparison to medium-equity cosmetic brands, gender and education slightly increase highequity cosmetic brand choice, while age decreases it. Surprisingly, household income does not affect high equity cosmetic brand choice. The effect of regular price decreases over worsening macroeconomic conditions.
However, the effect of relative brand price decreases between low and moderate contraction periods, but increases between moderate and high contraction times. Feature promotion is effective only when the contraction is moderate, while the negative effect of display promotion is stable over time.
The paper underlines the moderating role of macroeconomic conditions on the relationship between pricing decisions as well as promotion activity and consumer choice of high-equity cosmetic brands.

This study seeks to clarify the antecedents and consequences of trust and commitment within the brand fan page context on Facebook, examining a sample of 210 respondents using structural equation modeling. The results highlight the positive effect of economic and hedonic benefits on trust and commitment within the brand fan page. Mediation analysis reveals that trust and commitment developed within the brand fan page will be transformed into positive “word of mouth” for the respective brand if fans have a strong relationship quality with the brand. Further, we found that young and female fans with a high level of engagement, having a strong relationship with the brand, spread positive WOM. Our findings broaden ways for developing relational governance in a firm-initiated virtual brand community by providing new levers and guidance for marketers to build strong customer relationships.

Organic and healthy products are becoming more prevalent in markets worldwide, but limited research investigates how consumers choose among these products. This article considers relationships among price, product quality, assortment, and staff service that might affect consumer product choices, as well as a moderating role of macroeconomic conditions. The most important drivers of a choice of organic over healthy products are assortment and service. This study also reveals a distinction between organic and healthy products resulting from the interaction of marketing variables with macroeconomic contexts, such that crisis periods can prompt the cannibalization of healthy products by organic products.

Purpose: The aim of this article is to elucidate the state of B-to-B marketing research in France by conducting a review of theoretical and empirical studies in this field that have been published over the last three decades.

Methodology/approach: Authors identified relevant literature sources, and proceeded with classifying the publications according to their main theme of study (as determined by reviewing the topic, the abstract, and/or keywords). To extract the main articles, authors explored multiple electronic databases, including Source Premier (EBSCO), Elsevier Science Direct, Google Scholar, and Cairn.info. This methodology has allowed comparisons both in time and in relation to similar works done in other countries. The analysis focuses on the main contributions of French literature in the B-to-B domain and establishes that progress has been made in understanding the issues of B-to-B marketing in France, as well as in the development of the theory in this field.

Findings: The review shows that B-to-B marketing research in France, although under-represented in relation to its B-to-C counterparts, is gradually emerging from the shadows and covers important topics that are increasingly diverse and varied. By identifying the main topics studied by French B-to-B marketing researchers, this work advances this academic discipline while also providing valuable information.

Originality/value: This study is the first attempt to conduct an in-depth examination of the state of B-to-B marketing research in France. Findings yielded by this literature review would be beneficial to both B-to-B marketing researchers and practitioners and promotes this research field.

Trust is crucial in all business relationships, but because of the magnitude, scope, and complexity of business-to-business transactions (B2B), trust is especially critical for success in these relationships. So, if you are in commercial real estate, trust is especially important for you to foster with your clients. How can you ensure trust is prevalent in your real estate operation? In this article we discuss the three stages of trust, the three forms of trust, and how they affect a client’s behavior so that you can successfully and effectively build trust with your clients.

This research tests a multistage model of trust in business-to-business (B2B) relationships. The model contains three forms of trust, each with unique drivers and consequences for buyer–supplier relationships. An exploratory qualitative study (N = 38) and four quantitative studies (NTotal = 616) validate the distinct stages (N1 = 140, N2 = 144, N3 = 152) and provide an overall test of the model (N4 = 180), using structural equation modeling techniques. The results support the proposed modeling of the stages and highlight a positive effect of reputation on calculative trust. Conflict resolution, communication, and sympathy positively affect cognitive trust. However, shared values do not significantly drive affective trust. Interdependence also exists among the three trust forms, both directly and indirectly. That is, calculative trust does not affect investments in relationship or confidential communication, but cognitive trust influences these constructs indirectly, through the mediation of affective trust. Affective trust also leads directly to greater investments in relationship and generates additional confidential communication.

Abstract

The aim of this article is to develop and validate a scale measurement of trust in long-term relations, specifically in the maintenance phase, between buyers and sellers. Relying on a cognitive conception, existing scales do not measure the affective trust occurring in the maintenance stage of the relationship. Design/methodology/approach – Three surveys were conducted with purchasing managers of enterprises in various B2B sectors in order to build a bi-dimensional measurement scale of affective trust as a sentiment of security and affective attachment. For the measurement scale development, we followed established construction procedures including both qualitative and quantitative surveys. The process can be summarized as follows: domain specification, generation of questionnaire items, empirical surveying, an iterative process of scale purification based on reliability assessment and validity checks. Findings – Results indicate satisfactory psychometric properties of the new Affective Trust Scale (ATS). Furthermore, they demonstrate the scale’s measurement invariance across business sectors. The research results confirm the importance of emotional aspects of trust and attest to the reliability and validity of the measure. Nomological validity assessment of the scale showed that sentiment of security-based trust impacts investment in the business relationship. Originality/value – Affective trust is important to B2B managers, who frequently struggle with building and maintaining close relationships with customers and suppliers. This article adds new insights on a complex, but important construct such as trust. The scale developed could be used for empirical studies of affective trust in B2B relationships. It may also help marketing managers develop better relationships with their partners.

Abstract

L’objectif de cette recherche est d’étudier d’une part, la nature de la qualité relationnelle des communautés virtuelles de marques (CVM) orientées B2C sur Facebook et d’autre, part le type de bénéfices attendus d’une participation à ces communautés. Une étude auprès de 218 fans a été menée et un modèle a été testé par les équations structurelles. La qualité relationnelle d’une communauté virtuelle de marque s’y révèle composée de confiance, d’engagement et de satisfaction. Nos résultats mettent en évidence le rôle positif que joue la participation du consommateur à ces communautés sur la qualité relationnelle des CVM. Nos résultats indiquent également l’influence forte et positive des bénéfices hédoniques tirés de la participation à la communauté sur la perception de la qualité relationnelle de la CVM. Afin de mieux ajuster les dispositifs d’animation de ces relations, des implications managériales sont proposées.

Abstract

The purpose of this article is to show that, within a process perspective, calculus is not only compliant with trust but also that trust forms are integral to its dynamics. Having demonstrated the theoretical bases of compatibility between reputation, economic interest and trust, and the necessary inclusion of a social context in business-to-business (B2B) exchange, this paper proposes a conceptual framework that will enable us to understand a multi-form concept of trust.

Abstract

This article seeks to understand how relationship Quality dimensions develop in cross-border relational exchanges and explores their determinants, including the role of cultural sensitivity, in each relationship phase.
By mobilizing the multidimensional meta-concept of relationship quality and its forms, this research captures the evolution of relationship quality between French buyers and foreign sellers. The improved understanding of relationship quality’s dynamics under cultural sensitivity influences in turn offers a more accurate, active form of relationship management.

Methodology: Thirty-nine semistructured, in-depth interviews with business buyers located in France, representing a range of sectors, reveal the nature, transformations, and determinants of relationship quality. Qualitative methods are more appropriate to elucidate processes and the fundamental transformation of constructs over time. Because relationship quality is a property of a specific buyer–supplier, cross-border interaction, this multiphase study provides insights into the nature and the fundamental transformation of concepts.

Findings: The multiphase qualitative analysis shows that as relationships evolve, fundamental transformations take place in the components and antecedents of relationship quality. Cultural sensitivity has a key role during the most Advanced relationship phases. The primacy of economic logic dominates the exploration phase; cognitive aspects receive the emphasis in the expansion phase; and relationship quality, in the maintenance phase, results from a combination of affective and emotional factors. As emotional ties deepen, relationship quality exceeds what might have been expected on the basis of the cognitive elements actually exchanged.

Originality: The key contributions of this article are the multiform conceptualization of the constituent elements of relationship quality and the phase-specific study of this meta-construct. The article argues and empirically supports how relationship quality is changing in the context of cross-border exchanges—French buyers with international sellers. The innovative study addresses simultaneously concepts
that constitute relationship quality and its determinants, as well as revealing their importance in different relationship phases. Prior research does not consider the differentiated standpoint on relationship quality forms within a temporal perspective. However, this study also is limited by the multisectoral nature of the sample and the monadic character of the research.

De bonnes relations clients-fournisseurs permettaient d’augmenter de 3 à 5% la productivité des entreprises révèle une récente étude dans l’industrie automobile (Décisions-Achats, 2011). Ce résultat reflète, plus largement, une prise de conscience de la part des directeurs Achats et Supply-Chain de 150 entreprises mondiales dont la majorité (80%) déclare placer la création et le développement des relations clients/fournisseurs durables au coeur de leurs initiatives stratégiques prioritaires (Global CPO, Capgemini consulting, 2010).

Abstract

La confiance en B to B représente aujourd’hui un concept éclaté de multiples manières. Cet éclatement a engendré une pluralité très riche de recherches mais il a aussi entravé l’émergence d’une théorie cohérente. Le but de cet article est de présenter une vision synthétique, claire et critique à partir des travaux empiriques consacrés à ce concept pendant les vingt dernières années. Tout en explicitant les différentes acceptions, modélisations et mesures de ce concept, nous mettons en lumière leurs principales faiblesses. De nouvelles pistes et perspectives permettant de clarifier le statut de la confiance sont également proposées.

Abstract

The role of trust in the maintenance and continuity of B-to-B relations has been established; however, understanding its evolution in the buyer/seller relationship remains problematic for manufacturers. Conducted among buyers in several industry sectors, our research underlines the changing nature and determinants of trust; denoting a better organization of the sales force and an adaptation of the seller profile to the various stages of the relationship. We also recommend targeted actions to maintain and durably sustain a high level of trust.

Trust plays a crucial role in all societies, particularly within the Business-to-Business context where inter-firm relationships, impelled by globalization and the extended enterprise, require a much higher degree of trust to succeed. This 26th volume of Advances in Business Marketing and Purchasing examines the value of trust within the B2B context to provide a better understanding of its importance in organizations.

New Insights on Trust in Business-to-Business Relationships: A Multi-Perspective Approach applies different theoretical and methodological perspectives to the mechanisms and processes that promote trust between customer and supplier in contexts such as e-commerce, high involvement relationships, industrial service and international cultures. The authors identify the consistencies and distinctions of antecedents, processes, and consequences of trust in various B2B contexts and offer alternative approaches that contribute to a better understanding of the subtleties and multi-faceted nature of trust and trust-related management.

The book provides advanced original insights on trust for researchers and practitioners working within Management, Purchasing and B2B Marketing, and offers practical tools to build lasting and successful business relationships.

This paper examines how inter-organizational and interpersonal trust are created and how these trust levels can be balanced to create positive outcomes in high-involvement customer–supplier relationships. Using a theoretical analysis and conceptual development, we propose a framework highlighting different drivers and moderators of the two trust levels. The integrative framework emphasizes the antecedents of interpersonal and inter-organizational trust (competence, honesty, and benevolence vs transparency and foreseeing conflicts) and the role of relational signaling as a moderator to catalyze the “leap of faith,” as well as the articulation of trust-level bases and outcomes. The paper contributes to the discussion on trust levels’ drivers and the need to use relational signaling in order to create and maintain effective trust at the interpersonal and inter-organizational levels. Unlike most of the existing literature, we argue that interpersonal trust does not necessarily develop into the fold of inter-organizational trust. Studying the antecedents and consequences of trust in the context of high-involvement relationships adds new insights to the understanding of customer–supplier relationships.

This volume addresses new issues showing evidence from advanced, emerging, and developing markets by applying different theoretical and methodological perspectives. The findings lead to identifying consistencies, richness, and distinctiveness of antecedents, processes, and consequences of trust in various B-to-B contexts. It provides suggestions for future research and new levers and guidance for managers to build successful business relationships.

Despite having comprehensive knowledge on how formal institutions affect international marketing activities, relatively scarce attention has been paid to exploring how informal institutions affect international entrepreneurial activities, international customer orientation and their performance consequences. Drawing on a sample of 76 Austrian and 88 Hungarian international ventures, this study explores and empirically tests how international ventures conform to become isomorphic with their informal institutional environment and how this affects their international business performance and degree of internationalization using configurational analysis. The findings indicated that political and social ties can be equally effective in achieving international business goals for international ventures from developed and emerging economies alike. Furthermore, when network embeddedness creates economic opportunities international ventures may be inclined to relying less on their entrepreneurial capabilities in pursuing high international business performance.

Abstract

This paper has a twofold objective: 1) to develop and test a framework for examining the antecedents of international market performance and financial performance of Hungarian SMEs and 2) to analysis the moderating effects of three different network ties (business, political, and local communities network ties) with respect to the scale of internationalization. Using structural equation modeling (SEM) and a multiple regression analysis, we find a differentiated moderation effect of types of network ties depending on whether the firm exhibits low, moderate or high intensity to internationalization.