Search results

This paper aims to explore how two dimensions of trust, calculative trust and benevolent trust, affect supplier opportunism, and further investigates how information technology (IT) infrastructure capability moderates the relationship between calculative trust, benevolent trust and local supplier opportunism.

This study uses ordinary least square regression to test the hypotheses, using survey data from 164 buyer–supplier relationships.

The findings suggest that both rational and emotional dimensions of trust, calculative trust and benevolent trust, have negative effect on the opportunistic behavior of suppliers. Furthermore, IT infrastructure capability amplifies the inhibitory effect of calculative trust on supplier’s opportunism, while diminishing the effect of benevolent trust on suppressing supplier’s opportunism.

This study investigates the impacts of both rational and emotional dimensions of trust on opportunistic behavior, thereby enhancing the comprehension of the multifaceted nature of trust in interfirm relationships and contributing valuable insights into interorganizational relationship governance. Moreover, this study reveals the double-edged moderating roles of IT infrastructure capability in supply chain relationships, presenting innovative perspectives within the research on exploring the role of IT capability in business-to-business marketing relationships.

This study aims to examine the relationship between brand innovativeness, brand attitude and brand equity within the service industry. Despite the prior literature’s acknowledgement of the importance of brand innovativeness, the previous studies on its impact on brand equity have yielded inconsistent results. This study also explores the moderating effect of perceived brand ethicality on the relationship between brand innovativeness, brand attitude and brand equity.

This study collected the self-administered survey data of 402 respondents in the Chinese retail banking sector and employed a moderated mediation analysis to examine the research hypotheses.

Brand innovativeness positively influences brand equity, and brand attitude mediates the effect. Perceived brand ethicality strengthens the positive association between brand innovativeness and brand equity.

This study contributes to the extant brand literature by demonstrating how the positive impact of brand innovativeness transcends brand evaluation to impact overall brand equity; it also reveals the mechanism through which brand innovativeness affects brand equity. The findings advance the under-researched issue of whether consumer perceptions of a brand’s ethical conduct affect the efficacy of brand innovativeness in brand equity.