2019
DOI: 10.1007/s11747-019-00672-8
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When it pays to have a friend on the inside: contingent effects of buyer advocacy on B2B suppliers

Abstract: As organizational buying systems grow more complex and sophisticated, suppliers increasingly rely on buyer advocacy: an individual buyer's efforts to influence his/her colleagues such that the supplier's standing is improved. Drawing from cognitive response theory, the authors hypothesize an inverted U-shaped relationship between a buyer's advocacy for a supplier and the customer's purchases from that supplier. They theorize that this effect is moderated by the advocate's industry experience and customer-suppl… Show more

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Cited by 21 publications
(11 citation statements)
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References 78 publications
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“…We employed the widely accepted mediation testing procedures in the path modelling framework of Zhao et al (2010) and followed prior research examining the mediating effect involving curvilinear relationships (e.g. Lawrence et al, 2019) to evaluate the mediating effects. We added the direct paths from sustainability collaboration and the control variables to the three types of SSCM performance in Models 3a-3c.…”
Section: Hypothesis Testingmentioning
confidence: 99%
“…We employed the widely accepted mediation testing procedures in the path modelling framework of Zhao et al (2010) and followed prior research examining the mediating effect involving curvilinear relationships (e.g. Lawrence et al, 2019) to evaluate the mediating effects. We added the direct paths from sustainability collaboration and the control variables to the three types of SSCM performance in Models 3a-3c.…”
Section: Hypothesis Testingmentioning
confidence: 99%
“…The combination of our predictions results in an inverted U-shaped relationship between failure tolerance and reacquisition performance. An inverted U-shaped relationship arises as the result of a linear positive benefit function and a convex cost function (for a detailed discussion of theorizing U-shaped effects, see Haans, Pieters, and He [2016], Gruner et al [2019], and Lawrence et al [2019]). The positive benefit function results from the linear relationship between psychological ownership and number of failures addressed.…”
Section: The Impact Of Failure-tolerant Cultures On Customer Reacquismentioning
confidence: 99%
“…Thus, they increase employees’ awareness of customer defections, make employees foresee the costs of frequent and severe failures for customer relationships, and enhance employees’ due diligence in decision making. As a result, the inverted U-shaped relationship between failure tolerance and reacquisition performance becomes steeper (i.e., increases in failure tolerance will more strongly affect reacquisition performance for higher levels of formal reacquisition policies as compared with lower levels; Gruner et al 2019; Haans, Pieter, and He 2016; Lawrence et al 2019).…”
mentioning
confidence: 99%
“…In addition to using Granger causality to test the presence of reverse causality, our procedure is inspired by an increased use of orthogonalization as a means of eliminating unwanted effects from variables (e.g. Adcock et al 2017;Elton et al 1993;Ferguson and Shockley 2003;Hoepner, Majoch, and Zhou 2019;Hoepner, Rammal, and Rezec 2011;Lawrence et al 2019;Liesen et al 2017;Priestley and Ødegaard 2007) The unwanted effect that we seek to eliminate will be reverse causality. Technically, our procedure involves three steps:…”
Section: Methodsmentioning
confidence: 99%