Brand affiliations toward business relationships, communication, and performance in B2B food SCM settings: Conceptualization and validation

The food supply chain is a process that entails planning, managing, and optimizing the flow of food products from their origins to customers. This study examined the relationship between brand affiliations and business performance, mediated through business-to-business (B2B) relationships and communication in B2B food supply chain management (SCM) settings. A sample of 421 respondents was analyzed using the covariance-based structural equation modeling (CB-SEM) approach. The findings revealed that B2B relationships, particularly those such as buyer–supplier engagement and buyer–supplier commitment, serve as significant mediators between brand affiliations (specifically, brand affordability, brand parity, and brand loyalty) and buyer–supplier communication, as well as between brand affiliations and business performance, except for brand affect. This research contributes to the branding literature by introducing the concept of brand affiliation within the context of B2B small and medium-sized enterprises (SMEs). It also offers practical insights for B2B food supply chain firms, highlighting strategies to enhance business performance by fostering a strong brand affiliation in conjunction with a robust buyer–supplier relationship.