The Effect of Brand Values on the Relationship Performance in B2B Markets (A Case of SHATEL Co.)

Due to intense competition, brand value has attained remarkable attention by B2B global markets. This study investigates the effect of brand values on relationship performance between industrial buyers and suppliers. Conceptual model with dimensions of supplier competence, purchasing value, buyer satisfaction, switching cost, brand trust and loyalty, relationship quality, commitment and transaction performance were tested by structural equation modeling through LISREL and PLS softwares. Samples randomly gathered from B2B buyers of broadband products and services of Shatel company. Findings show that supplier competence directly affects purchasing value, and via purchasing value, it indirectly affects buyer satisfaction, brand trust and loyalty and transaction performance.