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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Autores principales:	Thayane Manosso, Juliano Silva, Verner Antoni, Claudio Damacena
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2021
Materias:	values similarity personal values b2b relationship relationship value Business HF5001-6182
Acceso en línea:	https://doaj.org/article/7b766f2ce8264c189113665a8e391eca
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id	oai:doaj.org-article:7b766f2ce8264c189113665a8e391eca
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spelling	oai:doaj.org-article:7b766f2ce8264c189113665a8e391eca2021-11-11T15:48:08ZEffect of Personal Values Similarity on B2B Relationship Value1807-734X10.15728/bbr.2021.18.3.3https://doaj.org/article/7b766f2ce8264c189113665a8e391eca2021-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123068387003https://doaj.org/toc/1807-734XSimilarity 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.Thayane ManossoJuliano SilvaVerner AntoniClaudio DamacenaFUCAPE Business Schoolarticlevalues similaritypersonal valuesb2b relationshiprelationship valueBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 18, Iss 3, Pp 278-296 (2021)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	values similarity personal values b2b relationship relationship value Business HF5001-6182
spellingShingle	values similarity personal values b2b relationship relationship value Business HF5001-6182 Thayane Manosso Juliano Silva Verner Antoni Claudio Damacena Effect of Personal Values Similarity on B2B Relationship Value
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
author	Thayane Manosso Juliano Silva Verner Antoni Claudio Damacena
author_facet	Thayane Manosso Juliano Silva Verner Antoni Claudio Damacena
author_sort	Thayane Manosso
title	Effect of Personal Values Similarity on B2B Relationship Value
title_short	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_sort	effect of personal values similarity on b2b relationship value
publisher	FUCAPE Business School
publishDate	2021
url	https://doaj.org/article/7b766f2ce8264c189113665a8e391eca
work_keys_str_mv	AT thayanemanosso effectofpersonalvaluessimilarityonb2brelationshipvalue AT julianosilva effectofpersonalvaluessimilarityonb2brelationshipvalue AT vernerantoni effectofpersonalvaluessimilarityonb2brelationshipvalue AT claudiodamacena effectofpersonalvaluessimilarityonb2brelationshipvalue
_version_	1718433896770568192

Effect of Personal Values Similarity on B2B Relationship Value

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