Corporate heritage marketing to support the buyer–seller relationship initiation: the case of a small winery

Due to the complexity of postmodern markets, firms are developing corporate heritage marketing initiatives to engage in consumer research for emotional ties. Due to its rising relevance in the literature, several aspects of corporate heritage marketing need to be examined in depth, especially within the b2b context. This study explores how corporate heritage marketing supports the initiation phase of the buyer–seller relationship. The originality of this study relies on the fact that, thus far, no studies have discussed the connection between corporate heritage marketing and buyer–seller relationship initiation, a crucial period for the establishment of the business relationship, which in turn has been scarcely investigated in the management literature. The findings suggest that corporate heritage marketing might act as an initiation contributor for the buyer–seller relationship: it facilitates the first contacts between the parties by conveying emotional and rational values that improve seller attractiveness, and the first formal agreement after primary interactions by increasing seller trustworthiness. This study contributes to the corporate heritage marketing and buyer–seller relationship development literature. Relevant managerial implications are also provided, suggesting a simplified model for the SMEs for corporate heritage marketing management along with advice for buyers.