Relationship commitment and value creation in sponsorship relationships

Hessling, Victoria; Åsberg, Malin; Roxenhall, Tommy

doi:10.1080/1051712x.2018.1454646

Cited by 16 publications

(15 citation statements)

References 90 publications

(161 reference statements)

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“…Trust and Commitment are usually considered precursors of customer value in a business relationship. Hessling et al (2018) demonstrate that affective Commitment, Trust and shared values are prerequisites for value-based Commitment, which, in turn, leads to value creation. Furthermore, Merz et al (2018) provide evidence that brand trustworthiness and brand commitment are dimensions of a higher-order factor of customer VcC which is understood as customer motivation.…”

Section: Value Co-creation As An Antecedent In B2b Relationshipsmentioning

confidence: 87%

“…Moreover, there is extensive evidence about the positive effect that Trust has on Commitment (Hessling et al, 2018;Morgan and Hunt, 1994;Walter and Ritter, 2003;Ulaga and Eggert, 2006;Rodr ıguez del Bosque et al, 2006). As Commitment refers to future plans for the business relationship, in this sense, it is preceded by Trust (Hessling et al, 2018;Ferro et al, 2016). Although recent works (e.g.…”

Section: Trust and Commitment In B2b Relationshipsmentioning

confidence: 99%

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Modelling value co-creation in triadic B2B industrial relationships

Sales-Vivó

Saura

Gallarza

2020

MIP

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PurposeThis study examines the triadic approach of value co-creation (VcC) in B2B relationships between the industrial manufacturer, its main supplier and its main client, by validating VcC as antecedent of Trust and Commitment, which, in turn, affect Satisfaction.Design/methodology/approachA model studies the association of VcC to Trust, Commitment and Satisfaction, the latter in its economic and social dimensions. The relationships in the model are empirically contrasted twice (with suppliers and clients) for a sample of 77 firms participating in an industrial panel, the Spanish Furniture Market Observatory.FindingsUsing PLS-SEM, results suggest that, in industrial B2B relationships, VcC acts as antecedent of Trust and, to a minor extent, of Commitment. It also has a positive effect on Social Satisfaction, the latter having a positive effect in turn on Economic Satisfaction.Research limitations/implicationsResults are limited to the Spanish furniture industry with a cross-sectional approach. The linkages between VcC and Commitment, as well as the differences found between Social Satisfaction and Economic Satisfaction, need replications.Practical implicationsThe study suggests that VcC is the core of B2B industrial relationships. VcC may also boost Economic Satisfaction.Originality/valueLiterature on VcC has been extensive in B2C and B2B mostly for service contexts; this paper contributes by bringing evidence from a B2B manufacturing context. At the same time, it depicts a triadic approach of VcC in B2B, by measuring the relationships with both the manufacturer's main supplier and main client. The study also contributes with evidence to the role played by Trust and Commitment in the relationship between VcC and two Satisfactions.

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Section: Value Co-creation As An Antecedent In B2b Relationshipsmentioning

confidence: 87%

Section: Trust and Commitment In B2b Relationshipsmentioning

confidence: 99%

Modelling value co-creation in triadic B2B industrial relationships

Sales-Vivó

Saura

Gallarza

2020

MIP

View full text Add to dashboard Cite

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“…There is evidence about the positive effect of trust on commitment (e.g. Mungra and Yadav, 2020; Hessling et al , 2018; Ulaga and Eggert, 2006; Walter and Ritter, 2003; Morgan and Hunt, 1994). Notwithstanding, some authors reverse the sense of this relation (e.g.…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

“…Notwithstanding, satisfaction is usually considered a relationship outcome influenced by RQ (Li et al , 2020). Hessling et al (2018) propose a model where shared values and trust are antecedents of relationship commitment (in terms of affective commitment and value-based commitment) which mediates with value creation. Besides, Li et al (2020) model trust, commitment and transaction-specific investment as antecedents of RQ and customer involvement and performance as outcomes.…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

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Comparing relationship of quality-satisfaction models: effects of B2B value co-creation

Sales-Vivó

Saura

Gallarza

2021

IJRDM

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PurposeThis paper addresses both conceptual and empirical value co-creation and relationship quality in a triadic approach for a B2B industrial context by 1) reviewing the relationship quality concept when social and economic satisfaction are addressed separately and 2) testing alternative models of relationship quality and economic satisfaction when value co-creation is introduced.Design/methodology/approachTwo alternative models are developed where relationship quality is conceptualized as a higher-order multi-dimensional construct with three sub-factors: trust, commitment and social satisfaction. Data on the B2B relationship were collected from 77 partaking firms in the Spanish Furniture Market Observatory business panel, covering the manufacturer-retailer and manufacturer-supplier relationships for control and comparison purposes.FindingsUsing PLS-SEM, results reflect that social and economic satisfaction act differently in the B2B relationship. The effect of relationship quality on economic satisfaction is greater when value co-creation is introduced as a mediating variable, although this mediation is partial. Moreover, the mediating effect is greater in the manufacturer-supplier relationship than in the manufacturer-retailer one.Originality/valueThe paper reduces the conceptual gap between value exchanges in B2C and B2B contexts. It also introduces a less-common triadic approach along the supply chain for B2B industrial relationships. Evidence is provided on the importance of social satisfaction as an affective dimension of relationship quality and on the mediating role of value co-creation between relationship quality and economic satisfaction.

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Relationship marketing: a strategy for acquiring long-term strategic sponsorships in the disability sport sector

Siegfried

2022

Sport Management Review

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Relationship commitment and value creation in sponsorship relationships

Cited by 16 publications

References 90 publications

Modelling value co-creation in triadic B2B industrial relationships

Modelling value co-creation in triadic B2B industrial relationships

Comparing relationship of quality-satisfaction models: effects of B2B value co-creation

Relationship marketing: a strategy for acquiring long-term strategic sponsorships in the disability sport sector

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