The effects of B2B sustainable brand positioning on relationship outcomes

Abstract

The global pandemic and the economic consequences that follow have impelled B2B firms to revisit their positioning strategy so as to emphasize sustainability. However, it is still unclear whether B2B firms would benefit from positioning themselves as sustainable organizations. Drawing upon social exchange theory, this study examines the role of commitment as the underlying mechanism whereby B2B sustainable brand positioning influences relationship outcomes. A study involving senior managers of Australian B2B firms revealed the critical role of calculative and affective commitment in mediating the relationship between B2B sustainable brand positioning on willingness-to-pay premium price (WTP) and switching intention. However, buyer-supplier value congruence influences the effects of sustainable brand positioning on calculative and affective commitment in the opposite direction. Specifically, value congruence positively moderates the effects of sustainable brand positioning on calculative commitment, but negatively moderates the effects of sustainable brand positioning on affective commitment. The findings provide empirical evidence supporting the benefits that B2B firms can obtain by adopting sustainable brand positioning.