Effect of Personal Values Similarity on B2B Relationship Value
Similarity of values influences the relationship between companies. However, even if organizational decisions are made by people, the role played by similarity of personal values for those involved in the trade is little explored in the B2B context. Based on the similarity-attraction theory, we deve...
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2021-01-01
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| Series: | BBR: Brazilian Business Review |
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| Online Access: | http://www.redalyc.org/articulo.oa?id=123068387003 |
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| _version_ | 1825207273689972736 |
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| author | Thayane Manosso Juliano Silva Verner Antoni Claudio Damacena |
| author_facet | Thayane Manosso Juliano Silva Verner Antoni Claudio Damacena |
| author_sort | Thayane Manosso |
| collection | DOAJ |
| description | Similarity of values influences the relationship between companies. However, even if organizational decisions are made by people, the role played by similarity of personal values for those involved in the trade is little explored in the B2B context. Based on the similarity-attraction theory, we developed a model that explores the effect that similar of personal values between buyer and seller has in the B2B relationship value. Using a sample composed of 25 sellers and 317 buyers, we tested the hypotheses by means of polynomial regression with a response surface analysis. The results demonstrate that similarity of personal values, in regards to a social focus, between seller and buyer has a positive effect on the B2B relationship value. However, when individuals are more similar relation to personal values, the lower value the buyer perceives in the relationship with his provider. The paper also addresses implications for the theory, and B2B management theory. Relationship Implications. |
| format | Article |
| id | doaj-art-7b766f2ce8264c189113665a8e391eca |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2021-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-7b766f2ce8264c189113665a8e391eca2025-02-06T23:39:33ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2021-01-0118327829610.15728/bbr.2021.18.3.3Effect of Personal Values Similarity on B2B Relationship ValueThayane ManossoJuliano SilvaVerner AntoniClaudio DamacenaSimilarity of values influences the relationship between companies. However, even if organizational decisions are made by people, the role played by similarity of personal values for those involved in the trade is little explored in the B2B context. Based on the similarity-attraction theory, we developed a model that explores the effect that similar of personal values between buyer and seller has in the B2B relationship value. Using a sample composed of 25 sellers and 317 buyers, we tested the hypotheses by means of polynomial regression with a response surface analysis. The results demonstrate that similarity of personal values, in regards to a social focus, between seller and buyer has a positive effect on the B2B relationship value. However, when individuals are more similar relation to personal values, the lower value the buyer perceives in the relationship with his provider. The paper also addresses implications for the theory, and B2B management theory. Relationship Implications.http://www.redalyc.org/articulo.oa?id=123068387003values similaritypersonal valuesb2b relationshiprelationship value |
| spellingShingle | Thayane Manosso Juliano Silva Verner Antoni Claudio Damacena Effect of Personal Values Similarity on B2B Relationship Value BBR: Brazilian Business Review values similarity personal values b2b relationship relationship value |
| title | Effect of Personal Values Similarity on B2B Relationship Value |
| title_full | Effect of Personal Values Similarity on B2B Relationship Value |
| title_fullStr | Effect of Personal Values Similarity on B2B Relationship Value |
| title_full_unstemmed | Effect of Personal Values Similarity on B2B Relationship Value |
| title_short | Effect of Personal Values Similarity on B2B Relationship Value |
| title_sort | effect of personal values similarity on b2b relationship value |
| topic | values similarity personal values b2b relationship relationship value |
| url | http://www.redalyc.org/articulo.oa?id=123068387003 |
| work_keys_str_mv | AT thayanemanosso effectofpersonalvaluessimilarityonb2brelationshipvalue AT julianosilva effectofpersonalvaluessimilarityonb2brelationshipvalue AT vernerantoni effectofpersonalvaluessimilarityonb2brelationshipvalue AT claudiodamacena effectofpersonalvaluessimilarityonb2brelationshipvalue |