The Components of the B2B Brand and Buyer Relationship Intention

This study examines what influence relational components of the business-to-business (B2B) brand have on the buyer's intention to engage in a long-term B2B relationship and if choice risk has a moderating influence. Breaking the brand elements down into company (reputation, community and personality) and relationship (adaptation and advice) specific components, a survey was developed and administered to a sample of Korean managers. Results show that reputation and personality elements are the only significant brand components influencing relationship intention, however when considering the moderating effect of risk all of company specific elements were significant. Conclusions are given. Further analysis will be given at the conference