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| Tekijä: | Zablah, A.R. Brown, B.P. Donthu, N. |
| Otsikko: | The relative importance of brands in modified rebuy purchase situations |
| Lehti: | International Journal of Research in Marketing
2010 : SEP, VOL. 27:3, p. 248-260 |
| Asiasana: | USA business-to-business brands measurement buying centres |
| Vapaa asiasana: | branding industrial branding hierarchy of effects models |
| Kieli: | eng |
| Tiivistelmä: | It is suggested by previous research that while business-to-business (B2B) brands influence organizational buying decisions, their relative importance is modest at best. Unfortunately, there is a void of information about the determinants of brand importance in business markets. This study examines the moderated relationships btw. four constructs, that is, i. brand consciousness, ii. brand preference, iii. brand sensitivity, and iv. brand importance. These constructs are proposed to represent a belief-attitude-intention-behaviour hierarchy of effects (HOE) which are capable of explaining why the relative importance of brands differs across purchase situations. Based on data from over 270 organizational buying center members, there is strong support found for the proposed HOE model. It is suggested that: 1. under conditions of low competitive intensity or when marketing maintenance repair and operations (MRO) supplies, brand consciousness is the primary determinant of brand importance, and 2. under conditions of high competitive intensity or when marketing high-tech products, brand preference is the primary determinant of brand importance. There are also more results reported. |
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