{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,24]],"date-time":"2026-03-24T00:49:20Z","timestamp":1774313360514,"version":"3.50.1"},"reference-count":119,"publisher":"Emerald","issue":"7","license":[{"start":{"date-parts":[[2020,12,3]],"date-time":"2020-12-03T00:00:00Z","timestamp":1606953600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JBIM"],"published-print":{"date-parts":[[2021,7,27]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>The purpose of this study is to explore the dynamics of trust creation in an early buyer\u2013supplier relationship phase at the interpersonal level. The authors use a brand-based communication approach to investigate the trust\u2013risk\u2013commitment link.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Survey data from 204 senior managers in small and medium-size enterprises (SMEs) in Australia were collected and analyzed.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Results indicate that ability, credibility, benevolence and persona of supplier brand representatives (SBRs) relate significantly to a buyers\u2019 trust in SBR, leading to diminished perceived risk, and increased relationship commitment between the parties. These findings support the importance of using individual representatives who are able to broadcast their supplier\u2019s brand values, and increase trust in exploratory buyer\u2013supplier relationships.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title><jats:p>This research focused on SMEs in Australia, investigating exploratory phase of the interpersonal relationships. Future research can investigate large firms interacting in different relationship phases in the light of brand-based communication.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>The study describes several strategies for both buying and supplying firms to use, to best use brand-based communication as a means to build trust in the early phases of buyer\u2013supplier relationships.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>Prior research has focused on interorganizational trust and established or mature buyer\u2013supplier relationships. This study investigates the initial phase of buyer\u2013supplier relationships, and at the interpersonal exchange level. It also incorporates a role for brand-based communication in the buyer\u2013supplier relationship which has received limited attention in the literature.<\/jats:p><\/jats:sec>","DOI":"10.1108\/jbim-02-2020-0103","type":"journal-article","created":{"date-parts":[[2020,12,10]],"date-time":"2020-12-10T07:09:10Z","timestamp":1607584150000},"page":"1130-1146","source":"Crossref","is-referenced-by-count":17,"title":["The role of brand representatives in predicting trust in early buyer\u2013supplier relationships"],"prefix":"10.1108","volume":"36","author":[{"given":"Zahra","family":"Seyedghorban","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Dayna","family":"Simpson","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Margaret Jekanyika","family":"Matanda","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2020,12,3]]},"reference":[{"key":"key2021072406050292600_ref001","volume-title":"Managing Brand Equity","year":"2009"},{"issue":"2","key":"key2021072406050292600_ref002","article-title":"Affective trust in buyer-seller relationships: a two-dimensional scale","volume":"31","year":"2016","journal-title":"Journal of Business & Industrial Marketing"},{"issue":"2","key":"key2021072406050292600_ref003","doi-asserted-by":"crossref","first-page":"217","DOI":"10.5465\/amr.1977.4409044","article-title":"Boundary spanning roles and organization structure","volume":"2","year":"1977","journal-title":"Academy of Management Review"},{"issue":"7","key":"key2021072406050292600_ref004","article-title":"Trust-performance relationship in international joint ventures: the moderating roles of structural mechanisms","volume":"32","year":"2017","journal-title":"Journal of Business & Industrial Marketing"},{"issue":"5","key":"key2021072406050292600_ref005","doi-asserted-by":"crossref","first-page":"732","DOI":"10.1037\/0021-9010.76.5.732","article-title":"Predicting the performance of measures in a confirmatory factor analysis with a pretest assessment of their substantive validities","volume":"76","year":"1991","journal-title":"Journal of Applied Psychology"},{"key":"key2021072406050292600_ref006","first-page":"1","article-title":"How does customer perception of salespeople influence the relationship? 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