The Influence of Brand Love on Organizational Buying: A Structured Abstract

Autor:	Bipul Kumar, Gary H. D’costa
Rok vydání:	2017
Předmět:	business.industry Process (engineering) media_common.quotation_subject Collectivism National culture Advertising Customer relationship management Unit (housing) Personality Marketing Dimension (data warehouse) Set (psychology) business ComputingMilieux_MISCELLANEOUS media_common
Zdroj:	Creating Marketing Magic and Innovative Future Marketing Trends ISBN: 9783319455952
DOI:	10.1007/978-3-319-45596-9_75
Popis:	It is an acknowledged fact that any organizational buying decision is taken so as to eliminate the risk associated with the purchase. This paper investigates the moderating role of risk and the mediating role of brand love on organizational buying. We build upon the earlier works of Webster and Wind (1972) and Sheth (1973) by investigating one dimension of the environmental determinant on organizational buying through a set of propositions in this paper. Branding is known to influence the decision-making process. Prior studies have shown that technical specialists in a decision-making unit (DMU) are influenced by various dimensions of brand personality. The paper provides implications for managers and directions for future research.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::e05f7998cf5a6f0aa9bbb0dc20ff6206 https://doi.org/10.1007/978-3-319-45596-9_75 Zobrazit plný text záznamu