Journal article

The role of brand representatives in predicting trust in early buyer-supplier relationships

Zahra Seyedghorban, Dayna Simpson, Margaret Jekanyika Matanda

JOURNAL OF BUSINESS & INDUSTRIAL MARKETING | EMERALD GROUP PUBLISHING LTD | Published : 2020

Abstract

Purpose: The purpose of this study is to explore the dynamics of trust creation in an early buyer–supplier relationship phase at the interpersonal level. The authors use a brand-based communication approach to investigate the trust–risk–commitment link. Design/methodology/approach: Survey data from 204 senior managers in small and medium-size enterprises (SMEs) in Australia were collected and analyzed. Findings: Results indicate that ability, credibility, benevolence and persona of supplier brand representatives (SBRs) relate significantly to a buyers’ trust in SBR, leading to diminished perceived risk, and increased relationship commitment between the parties. These findings support the imp..

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University of Melbourne Researchers