Examining demographic moderation in B2B logistics: Insights from boxplot visualization and MGA of brand relationship drivers
Date Published:
25/07/2025
Online Published:
27/07/2025
Section:
Business Administration, Marketing, Commerce, and Tourism
Main Article Content
Abstract
This study investigates the impact of demographic factors on brand loyalty in the B2B logistics sector, addressing a key gap in existing research by integrating both visual and statistical tools. Specifically, it examines how demographic characteristics, such as business age, size, logistics expenditure, annual revenue, and the number of trusted logistics providers, moderate the relationships between brand image, brand love, brand engagement, and brand loyalty. To achieve this, the study employs a dual-method approach: Boxplots in RStudio are used to visualize differences in brand loyalty across demographic groups, while Multi-Group Analysis (MGA) within PLS-SEM statistically tests moderation effects. Data were collected from 145 logistics clients in Ho Chi Minh City. Findings reveal that mid-sized businesses and those allocating 21–30% of their budgets to logistics report the highest brand loyalty. Smaller firms prioritize reliability, while larger firms favor technology-driven services. Notably, clients with 2–5 trusted logistics providers demonstrate stronger loyalty, highlighting the importance of reliability and flexibility for logistics service providers (LSPs) aiming to become preferred partners. This research provides actionable insights for LSPs to tailor brand strategies to specific client segments, enhancing loyalty and sustaining long-term B2B relationships.
Keywords
B2B logistics; Boxplots in Rstudio; Brand loyalty; Demographic moderation; PLS-SEM
Article Details
Field of Economic (JEL Codes)
D22 - Firm Behavior: Empirical Analysis - Production and Organizations, M10 - General - Business Administration, M31 - Marketing - Marketing and Advertising
References
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Cassia, F., Cobelli, N., & Ugolini, M. (2017). The effects of goods-related and service-related B2B brand images on customer loyalty. Journal of Business & Industrial Marketing, 32(5), 722-732. https://doi.org/10.1108/JBIM-05-2016-0095
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Ab Hamid, S. N., Maulan, S., & Wan Jusoh, W. J. (2023). Brand attributes, corporate brand image and customer loyalty of Islamic banks in Malaysia. Journal of Islamic Marketing, 14(10), 2404-2428. https://doi.org/10.1108/jima-09-2021-0309
Hartmann, E., & de Grahl, A. (2011). The flexibility of logistics service providers and its impact on customer loyalty: An empirical study. In A. de Grahl (Ed.), Success factors in logistics outsourcing (pp. 7–51). Gabler Verlag. https://doi.org/10.1007/978-3-8349-7084-8_2
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Hofmann, H., Wickham, H., & Kafadar, K. (2017). Letter-value plots: Boxplots for large data. Journal of Computational and Graphical Statistics, 26(3), 469 - 477. https://doi.org/10.1080/10618600.2017.1305277
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media : Conceptualization , scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002
Huma, S., Ahmed, W., Ikram, M., & Khawaja, M. I. (2020). The effect of logistics service quality on customer loyalty: Case of logistics service industry. South Asian Journal of Business Studies, 9(1), 43–61. https://doi.org/10.1108/sajbs-10-2018-0114
Huuki, H., Ruokamo, E., Kopsakangas-Savolainen, M., Belonogova, N., Sridhar, A., & Honkapuro, S. (2024). House and socio-demographic features vs. electricity consumption time series in main heating mode classification. The Electricity Journal, 37(2). https://doi.org/10.1016/j.tej.2024.107373
Junaid, M., Hou, F., Hussain, K., & Kirmani, A.A. (2019). Brand love: The emotional bridge between experience and engagement, generation-M perspective. Journal of Product & Brand Management, 28(2), 200-215. https://doi.org/10.1108/JPBM-04-2018-1852
Juntunen, M., Juntunen, J., & Juga, J. (2011). Corporate brand equity and loyalty in B2B markets: A study among logistics service purchasers. Journal of Brand Management, 18(4–5), 300–311. https://doi.org/10.1057/bm.2010.43
Kittur, P., Chatterjee, S., & Upadhyay, A. (2023). Antecedents and consequences of reliance in the context of B2B brand image. Journal of Business & Industrial Marketing, 38(1), 102-117. https://doi.org/10.1108/JBIM-05-2021-0263
Lampe, K., & Hofmann, E. (2014). Understanding the cost of capital of logistics service providers: An empirical investigation of multiple contingency variables. Logistics Research, 7, 1-25. https://doi.org/10.1007/s12159-014-0119-7
Le, T. T., Tran, P. Q., Lam, N. P., Uyen, P. H. P., Tra, M. N. L., & Tien, P. D. (2023). Logistic service quality on young consumers’ repurchase intention: An empirical study in emerging economy. Operations Management Research, 16, 2174–2191. https://doi.org/10.1007/s12063-023-00395-8
Leek, S., & Christodoulides, G. (2012). A framework of brand value in B2B markets: The contributing role of functional and emotional components. Industrial Marketing Management, 41(1), 106–114. https://doi.org/10.1016/J.INDMARMAN.2011.11.009
Loureiro, S. M. C., Ruediger, K. H., & Demetris, V. (2012). Brand emotional connection and loyalty. Journal of Brand Management, 20, 13-27. https://doi.org/10.1057/BM.2012.3
Lynch, J., & de Chernatony, L. (2004). The power of emotion: Brand communication in business-to-business markets. Journal of Brand Management, 11(5), 403–419. https://doi.org/10.1057/palgrave.bm.2540185
Maersk. (2021). Together we can do so much – the importance of long-term partnerships. https://www.maersk.com/news/articles/2021/09/22/together-we-can-do-so-much
Majaw, N., & Ahmed, S. S. (2023). Exploring data distributions using box and whisker plot analysis. Proceedings of the 14th International Conference on Computing, Communication, and Networking Technologies (ICCCNT) (pp. 1–8). IEEE. https://doi.org/10.1109/ICCCNT56998.2023.10308191
Masson, N. (2024). 9 criteria to choose the best 3PL provider. Masson International. https://www.massoninternational.com/blog/third-party-logistics/3pl-selection
Marquardt, A. J., Golicic, S. L., Davis, D. F. (2015). The current state of logistics services branding. In H. Spotts (Ed.), Assessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty (Conference paper). Springer. https://doi.org/10.1007/978-3-319-11845-1_38
Marquardt, A. J., Golicic, S. L., & Davis, D. F. (2011), B2B services branding in the logistics services industry, Journal of Services Marketing, 25(1), 47-57. https://doi.org/10.1108/08876041111107050
Mostafa, R. B., & Kasamani, T. (2020). Brand experience and brand loyalty: Is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669
Mothilal, S., Gunasekaran, A., Nachiappan, S., & Jayaram, J. (2012). Key success factors and their performance implications in the Indian third-party logistics (3PL) industry. International Journal of Production Research, 50(9), 2407 - 2422. https://doi.org/10.1080/00207543.2011.581004
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How to Cite
Nguyen , T. T. G., Tran , T. T. G., Bui , T. T. L., Nguyen , T. T. A., & Nguyen , T. H. (2025). Examining demographic moderation in B2B logistics: Insights from boxplot visualization and MGA of brand relationship drivers. Journal of Finance - Marketing Research, 3(3), 74-94. https://doi.org/10.52932/jfmr.v3i3ene.676