Abstract
Drawing on advice response theory and superstitious beliefs, advertising and branding literature, we explore the Thai archetype of good fortune and how it affects business to business (B2B) relationships. With the use of the interpretive qualitative method of Multimodal Discourse-Mythological Approach (MDMA), we develop a holistic understanding of the exchanged meanings around the notions of good fortune within the B2B context. We chose the archetype of Mae Manee that represents good fortune, as it is being used in the money solution campaigns of a major Thai bank, in an effort to overcome business clients' resistance towards adopting a new payment system. Our findings identify the importance of the notion of good fortune in the successful development of B2B relationships in Thailand by showcasing how it is used to encourage behavioural change of business clients towards new product adoption, while building on established business relationships though co-branding initiatives. The study offers theoretical and practical implications on the impact of good fortune in B2B relationships in Thailand.
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