Consumer endorsements in the business-to-business (B2B) context : adapting consumer theories and proposing a research agenda

Abstract

This conceptual paper addresses the gap in Business-to-Business (B2B) literature regarding how endorsements from high-status "celebrity organizations" influence organizational buying behavior. While traditional B2C theories focus on individual celebrities, this framework explores the multi-person Decision Making Unit (DMU) and identifies three distinct influence mechanisms: status-based signals for risk reduction, cognitive fit for perceived competence, and B2B parasocial relationships that bolster champion confidence. The paper also considers the moderating role of Power Distance Belief (PDB) in how these endorsements are processed.