Lecture: Determinants of Brand Sensitivity in Organizational Buying Contexts
Marketing Professor Brian Brown will be the guest speaker at this week's Marketing Department Pro-Seminar. All are invited to attend.
Title: Determinants of Brand Sensitivity in Organizational Buying Contexts
Abstract:
Academic researchers have begun to acknowledge the limited focus on and understanding of the role of brands in B2B markets. This research introduces and tests a conceptual model that identifies the drivers of brand sensitivity in organizational buying contexts. The proposed model is grounded in risk theory and posits that buying center, purchase situation, and product/relationship variables influence organizational brand sensitivity. By utilizing a multi-method, empirical approach, the findings offer strong evidence for the value of brand-building investments in B2B markets and insights concerning when such efforts are likely to payoff. Results suggest that purchase importance, purchase complexity, and the level of product intangibility are the key determinants of brand sensitivity in B2B settings. Additionally, results suggest that the relationship between overall purchase risk and brand sensitivity is curvilinear (i.e., U-shaped). Overall, the findings elaborate on several issues of academic and managerial relevance and provide an impetus for further research.
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