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Unveiling the power of supplier-country image on B2B customers' perceptions: beyond the product’s beauty

dc.contributor.authorCrespo, Cátia Fernandes
dc.contributor.authorCrespo, Nuno Fernandes
dc.contributor.authorSilva, Susana C.
dc.date.accessioned2025-01-17T17:04:04Z
dc.date.available2025-01-17T17:04:04Z
dc.date.issued2025-04-01
dc.description.abstractResearchers in business-to-business (B2B) sectors often assume that findings regarding country-of-origin (COO) effects on end consumers can be directly applied to the industrial marketing context. This tendency to generalize can result in an inaccurate understanding of how buyers perceive COO information in B2B scenarios. This study investigates the effect of supplier-country image on international customers’ perceptions of both perceived product quality and relationship quality in a B2B market environment. We further examine the consequences of perceived product quality and relationship quality on supplier awareness and customer loyalty. Data collected from 182 international B2B buyers in the Portuguese footwear, molds, and wood products and furniture industries were analyzed using structural equation modeling (SEM). The results indicate that supplier-country image influences the relationship quality dimensions (trust, commitment, and satisfaction) and perceived product quality. Moreover, trust and commitment enhance customer loyalty, while trust and satisfaction leverage supplier awareness. In contrast, perceived product quality only influences customer loyalty, albeit to a weaker extent. Thus, relationship quality plays a more significant role than perceived product quality in influencing supplier awareness and customer loyalty in B2B environments. These results challenge the notion that the impact of COO on end consumers can be equally applied in B2B contexts, and they expand our understanding of how supplier-country image affects relationship quality in the industrial setting. Furthermore, they draw managers’ attention to the importance of mitigating a potentially negative COO image through measures aimed at improving relationships.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.doi10.1016/j.ibusrev.2025.102388pt_PT
dc.identifier.eid85214582476
dc.identifier.issn0969-5931
dc.identifier.urihttp://hdl.handle.net/10400.14/47826
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectSupplier-country imagept_PT
dc.subjectPerceived product qualitypt_PT
dc.subjectRelationship qualitypt_PT
dc.subjectTrustpt_PT
dc.subjectCommitmentpt_PT
dc.subjectSatisfactionpt_PT
dc.titleUnveiling the power of supplier-country image on B2B customers' perceptions: beyond the product’s beautypt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.issue3
oaire.citation.titleInternational Business Reviewpt_PT
oaire.citation.volume34
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT

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