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| Author: | Brown, S. |
| Title: | The moderating effects of insupplier/outsupplier status on organizational buyer attitudes |
| Journal: | Journal of the Academy of Marketing Science
1995 : SUMMER, VOL. 23:2, p. 170-181 |
| Index terms: | BUYING SUPPLY ATTITUDES |
| Language: | eng |
| Abstract: | A conceptual model of the relationships among buyers' perceptions of and attitudes toward elements of a vendor company's marketing mix is developed and tested, and the moderating effects of insupplier/outsupplier status are assessed. Attitude centrality and self-perception theories predict that buyer perceptions of and attitudes toward the company, the salesperson, and the product will be more closely interlinked for insuppliers and outsuppliers. Theory regarding category-based affect and attitude accessibility predicts that buyers will use intrinsic cues to a greater extent when making judgments about outsupplier as compared with insupplied salespeople. |
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