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

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.