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Using rational influence tactics to build long-term relationship and acquire knowledge in B2B marketing channels: evidence from Vietnam

Hai-Ninh Do, Thac Dang-Van

Journal of Asia Business Studies

ISSN: 1558-7894

Article publication date: 10 January 2025

Issue publication date: 23 January 2025

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Abstract

Purpose

Relationship between firms in a B2B marketing channel is often complex in nature. In emerging markets, there is a dramatic shift from traditional state-owned channels to a more market-oriented channel. Acquiring knowledge and expertise from channel firms is an important issue in these markets. However, the mechanisms to acquire knowledge in B2B marketing channels have been underdetermined in the current literature of B2B marketing channels. Therefore, this study aims to investigate the relationship between rational influence tactics and knowledge acquisition, with the mediating role of long-term relationship and the moderating role of helping behavior in the specific context of B2B marketing channels in Vietnam.

Design/methodology/approach

Structural equation modeling is used to analyze a three-way time-lagged sample data of 530 questionnaires collected from purchase managers in Vietnam.

Findings

Results indicate that rational influence tactics, including information exchange and recommendations, have a positive influence on knowledge acquisition. In addition, long-term relationship positively mediates the relationship between information exchange tactic and knowledge acquisition and that between recommendations tactic and knowledge acquisition. Furthermore, helping behavior positively moderates the relationship between long-term relationship and knowledge acquisition.

Originality/value

This study contributes to the current literature of B2B marketing channels by proposing and testing a unique model that explains the relationship between rational influence tactics and knowledge acquisition, with the mediating role of long-term relationship and the moderating role of helping behavior. Findings of this study provide implications for academic researchers and business managers in using rational influence tactics to build long-term relationship and acquire knowledge from business partners in B2B marketing channels.

Keywords

Acknowledgements

This study is funded by the University of Economics Ho Chi Minh City (UEH).

Citation

Do, H.-N. and Dang-Van, T. (2025), "Using rational influence tactics to build long-term relationship and acquire knowledge in B2B marketing channels: evidence from Vietnam", Journal of Asia Business Studies, Vol. 19 No. 1, pp. 231-249. https://doi.org/10.1108/JABS-04-2023-0146

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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