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Good Fortune and Its Influence on B2B Relationships: The Case of the Mae Manee Money Solution Campaign in Thailand

Lookup NU author(s): KC Chandrasapth, Professor Natalia Yannopoulou



This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).


Drawing on advice response theory and superstitious beliefs, advertising and branding literature, we explore the Thai archetype of good fortune and how it affects business to business (B2B) relationships. With the use of the interpretive qualitative method of Multimodal Discourse-Mythological Approach (MDMA), we develop a holistic understanding of the exchanged meanings around the notions of good fortune within the B2B context. We chose the archetype of Mae Manee that represents good fortune, as it is being used in the money solution campaigns of a major Thai bank, in an effort to overcome business clients’ resistance towards adopting a new payment system. Our findings identify the importance of the notion of good fortune in the successful development of B2B relationships in Thailand by showcasing how it is used to encourage behavioural change of business clients towards new product adoption, while building on established business relationships though co-branding initiatives. The study offers theoretical and practical implications on the impact of good fortune in B2B relationships in Thailand.

Publication metadata

Author(s): Chandrasapth K, Yannopoulou N, Bian X

Publication type: Article

Publication status: Published

Journal: Industrial Marketing Management

Year: 2022

Volume: 101

Pages: 223-237

Print publication date: 01/02/2022

Online publication date: 03/01/2022

Acceptance date: 16/12/2021

Date deposited: 06/01/2022

ISSN (print): 0019-8501

ISSN (electronic): 1873-2062

Publisher: Elsevier Inc.


DOI: 10.1016/j.indmarman.2021.12.005


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