... rights only Selling firm credibility Customer engagement Risk reduction Perceived value Perceived quality Buyer dependence Business-to-business (B2B) marketing is evolving in response to empowered industrial buyers. With access to information across digital platforms, buying firms...

... to address this gap by exploring the relationship between personality traits, OCE, perceived value and the moderating role of personal values. Design/methodology/approach A theoretical framework anchored in the extant OCE literature is tested through a study of 559 users of two distinct firm-hosted...

...) a premium for a product by activating consumers’ social need to feel unique. Design/methodology/approach The data were collected through a quantitative survey based on a nationally representative sample (N = 345). A choice-based conjoint analysis was used to estimate the perceived value...