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- Business-to-business (2)
- Age (1)
- Attribute preference (1)
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- Calculative Commitment (1)
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- Channels (1)
- Commitment (1)
- Conflict (1)
- Continuance (1)
- Customer equity (1)
- Dependence (1)
- Future orientation (1)
- Online product information (1)
- Organizational buying (1)
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- Perceived commitment (1)
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- Salesperson (1)
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Articles 1 - 6 of 6
Full-Text Articles in Business
Salesperson Behavioral Determinants Of Customer Equity Drivers: Mediational Role Of Trust, Ramana K. Madupalli
Salesperson Behavioral Determinants Of Customer Equity Drivers: Mediational Role Of Trust, Ramana K. Madupalli
Marketing Dissertations
This dissertation examines the role of different types of salesperson behaviors on building and managing customer equity drivers. It is proposed that customers develop positive attitudes towards different value drivers through developed trust by different salesperson behaviors. Specifically, it is hypothesized that customer trust effects customers’ perceptions of brand value, product value and relationship value; the customer trust in turn is affected by different salesperson behaviors, namely, adaptive selling, customer oriented, selling oriented and un/ethical behaviors. Thus, this dissertation integrates selling behaviors literature with customer equity literature. This dissertation builds on past literature and proposes a conceptual model using nine …
Determinants Of Brand Sensitivity In Organizational Buying Contexts, Brian Paul Brown
Determinants Of Brand Sensitivity In Organizational Buying Contexts, Brian Paul Brown
Marketing Dissertations
Business-to-business (B2B) marketing practitioners are increasingly relying on branding strategies though academic researchers have been slow to study branding in organizational contexts. By integrating existing conceptual models and research findings, this study examines the noteworthy differences between the B2B and the consumer market contexts and the implications of those differences on the formulation of B2B brand strategies. We introduce a conceptual model that suggests the conditions that are likely to increase or decrease organizations’ propensity to select branded products versus lesser-known or generic products when selecting suppliers, otherwise referred to as brand sensitivity. The proposed model is grounded in risk …
Structure And Process Of Channel Program Selections: Retailers Choice Among Parity Trade Promotions, Amit Poddar
Structure And Process Of Channel Program Selections: Retailers Choice Among Parity Trade Promotions, Amit Poddar
Marketing Dissertations
This research tried to explain the role of calculative commitment, loyalty commitment and power asymmetry on behavioral commitment in a business to business scenario. We specifically looked at the trade promotion scenario since retailers face more trade promotions than they can accept and extant research suggests that retailers always choose trade promotions that offer the greatest immediate benefit. This dissertation addressed the following managerial question, “How does a firm select a program (trade deal) when all its vendors offer the same short term economic incentives”. We proposed that other aspects of retailer’s relationship with its vendors determine / influence the …
Online Product Information Load: Impact On Maximizers And Satisficers Within A Choice Context, Jill Renee Mosteller
Online Product Information Load: Impact On Maximizers And Satisficers Within A Choice Context, Jill Renee Mosteller
Marketing Dissertations
Information load at various thresholds has been asserted to cause a decline in decision quality across several domains, including marketing (Eppler and Mengis 2004). The influence of each information load dimension may vary by study and context (Malhotra 1982; Lurie 2002; Lee and Lee 2004). Given the explosion of information available on the internet, attracting an estimated 144 million U.S. users (Burns 2006a), this experimental research examined how three dimensions of online product information load influenced consumers’ perceived cognitive effort. To the researcher’s knowledge, online product breadth, depth, and density have not been empirically tested together, in a multi-page within …
Future Orientation, Chronological Age And Product Attributes Preference, Yujie Wei
Future Orientation, Chronological Age And Product Attributes Preference, Yujie Wei
Marketing Dissertations
This dissertation examines what motivates individuals to prefer certain types of product attributes over others. It is proposed that consumer preference regarding product attributes is fundamentally connected to an individual’s future orientation, i.e., how a person perceives, thinks about, and copes with time left in life. Specifically, it is posited that future orientations play key roles in shaping a person’s criteria in product evaluation. Thus, this dissertation seeks to integrate the study of future orientation with research on socio-emotional selectivity influences on consumption. Building on past research, this study proposes a conceptual model including four constructs: future orientations, chronological age, …
The Differing Effects Of Satisfaction, Trust, And Commitment On Buyer's Behavioral Loyalty: A Study Into The Buyer-Salesperson And Buyer-Selling Firm Relationship In A Business-To-Business Context, Brian Rutherford
Marketing Dissertations
This study is one of the first studies to fully address the relationship that business-to-business buyers have with both the selling firm and salesperson within an integrated model. Finding from this survey research support 14 of the 26 original hypotheses and the 2 additional linkages using structural equation modeling. This study finds that the relationship customers have with the selling firm is a stronger predictor of continuance than the relationship that the buyer has with the salesperson. While this relationship is stronger between the buyer and the selling firm, findings suggest that the salesperson can have a direct negative impact …