The impact of functional integration on perceived risk and consumer-based brand equity
| Autor: | William J. Rowe, Jon F. Kirchoff, Bridget Satinover Nichols |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Marketing
Supply chain management Functional integration (neurobiology) business.industry Strategy and Management Brand awareness Supply chain media_common.quotation_subject 05 social sciences Advertising Risk perception Brand management Perception 0502 economics and business 050211 marketing Business Brand equity 050203 business & management media_common |
| Zdroj: | Journal of Strategic Marketing. 27:136-150 |
| ISSN: | 1466-4488 0965-254X |
| DOI: | 10.1080/0965254x.2017.1384746 |
| Popis: | Consumers today have access to a wide span of corporate information and are increasingly aware of the degree to which the functional areas of marketing and supply chain activities are becoming more integrated. Functional integration involves coordinating supply- and demand-focused activities and is theorized to create two interrelated benefits for consumers: lower perceived purchase risk and, ultimately, higher consumer-based brand equity. Despite an emphasis on the important role of consumers in the functional integration literature, the consumers’ viewpoint is missing. This research addresses this gap using a survey and an experiment to investigate the impact of functional integration on consumers’ perceptions of risk and consumer-based brand equity. Findings suggest that when functional integration acts as a component of brand association, purchase risk decreases and consumer-based brand equity increases. The results can help scholars and practitioners better understand the role of functional i... |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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