Purpose
This study aims to explore the antecedents and consequences of reliance and its relationship with trust in the context of business-to-business (B2B) branding. The study also explores the above relationships in various B2B contexts.
Design/methodology/approach
Survey data of 135 respondents from different B2B firms was analyzed, and the proposed theoretical model was validated using partial least square structural equation modeling technique followed by multigroup analysis.
Findings
The results suggest that commitment, management capability and innovation capability are positively related with reliance, while trust acts as mediator between commitment–reliance relationships. Moreover, while both reliance and trust lead to B2B brand image, reliance has higher relationship strength. Furthermore, reliance mediates the trust–brand image relationship too.
Research limitations/implications
The paper contributes to the literature of reliance and its role in B2B brand image by providing newer insights about the antecedents and consequences of reliance and its relationship with trust.
Practical implications
The findings provide managers with key insights for creating B2B brand image using reliance and trust by focusing on capabilities and commitment.
Originality/value
To the best of the authors’ knowledge, this is one of the few papers in B2B marketing which focuses on the antecedents of reliance and relative importance of trust and reliance.
