Does Price Image Matter in B2B Market? Effect of Pricing Capability on Firms' Price Image, Customer Value and Business Performance

While a growing number of consumer market studies reveal that price image is strategically important for the retailers who own it, no study has explored the role of price image in the business market. The Resource-based view (RBV) framework is used to fill a gap in the extant literature by building a conceptual framework that explores the relationships between pricing capability, firms' price image (FPI), customer value, and business performance in the Indian business-to-business (B2B) Small and Medium Enterprise (SMEs) context. A conceptual framework is tested using Partial Least Square Structural Equation Modeling (PLS-SEM) on a sample of 127 Indian B2B SMEs. The research findings show pricing capability is substantially linked to FPI, customer value, and business performance. FPI also has a favorable impact on both customer value and business performance