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| Author: | Brown, B. P. (et al.) |
| Title: | When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity |
| Journal: | International Journal of Research in Marketing
2011 : SEP, VOL 28:3, p. 195-204 |
| Index terms: | brands organizational behaviour business-to-business |
| Language: | eng |
| Abstract: | The article examines how B2B brands influence organizational buying behavior. According to the traditional view of the field, B2B brands' influence on buying behavior decreases as the purchase risk increases. Another view however, claims that brands reduce the perceived purchase risk. Building on these two different perspectives, this article proposes that risk and brand sensitivity have a U-shaped relation: brand sensitivity is highest when the risk is either low or high. |
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