Brand outcomes in sales channel relationships: a guanxi theory perspective

Abstract

Purpose Guanxi is the foundation of business success in Chinese and other Eastern cultures, but little is known about the extent to which guanxi influences brand outcomes in channel relationships. The purpose of this study is to propose a novel theoretical framework of interpersonal and interorganizational guanxi relationships in a sales channel context and how these relationships influence brand outcomes. Design/methodology/approach The authors conceptualize, develop and validate new scales measuring interpersonal and interorganizational guanxi and test the proposed model with a field study to validate the effects of guanxi on brand loyalty. The causal relationships between interpersonal guanxi and brand attitudes and affect are confirmed in a separate field experiment. Findings Findings show that interpersonal guanxi is antecedent to interorganizational guanxi, and these two constructs have significant and differential direct and indirect effects on brand attitudes, brand affect and brand loyalty. Originality/value New multidimensional scales measuring both interpersonal and interorganizational guanxi were developed. Both interpersonal and interorganizational guanxi are conceptualized as second-order reflective constructs measured by the reflective first-order guanxi elements of personal and firm trust, personal and firm long-term orientation, xinyong (integrity), reciprocity, interaction and face.

How perceived attributes of livestreaming commerce influence customer engagement: a social support perspective

“…The perception of real-time interaction is a good and rational reason for customers to believe that LSC service providers care for them and value them, and thus will induce a sense of informational and emotional support among them (Etemad-Sajadi, 2016; Kang et al, 2021). Previous studies have documented that installing interactive features on brand websites, such as synchronicity and bilaterality, affects customers' online flow experience (van Noort et al, 2012;Rong et al, 2021). Therefore, real-time interaction motivates customers to seek support from online sellers, streamers, and other customers and fulfills their informational and emotional needs (Tang et al, 2016).…”