Showing 1 - 10 of 13
Assesses the influence that certain retail buyer characteristics have on how the buyers approach their buying task. By examining five different buyer characteristics and the relative importance that individual buyers place on six different product attributes, draws some pertinent conclusions as...
Persistent link: https://www.econbiz.de/10014722057
Purpose – There has recently been an increase in interest in the notion of “network pictures” amongst researchers in the field of business‐to‐business marketing. Network pictures are managers' subjective mental representations of their relevant business environment. They are posited to...
Persistent link: https://www.econbiz.de/10014722319
Provides an example of the use of judgemental modelling, or multicriteria decision making, as a tool for market analysis. Based on a recent study in a segment of the chemical industry within the United Kingdom, shows how the approach can be used to provide information on both the importance of...
Persistent link: https://www.econbiz.de/10014723038
Internal marketing orientation is an area within the broader market orientation that remains relatively under‐researched. Utilising the internal marketing orientation (IMO) scale developed by Foreman and Money, this paper seeks to develop our understanding of the factors that may influence an...
Persistent link: https://www.econbiz.de/10014723363
The selling prices to consumers of similar products vary considerably within the same retail outlet and between different types of retail outlet. Applying a value systems framework, the cost structures behind the selling prices of products in five product categories are identified using primary...
Persistent link: https://www.econbiz.de/10014722142
Purpose – The paper aims to investigate the impact of ruthless image on the attractiveness and connectedness of corporate brands. It proposes a model that trust mediates the influence of a ruthless image on these outcomes. The study aims to build upon previous theory which suggests that not...
Persistent link: https://www.econbiz.de/10014722489
Purpose – The paper seeks to explore the role of the employer brand in influencing employees' perceived differentiation, affinity, satisfaction and loyalty – four outcomes chosen as relevant to the employer brand. Design/methodology/approach – A multidimensional measure of corporate brand...
Persistent link: https://www.econbiz.de/10014722494
Purpose – The purpose of this paper is to explore the similarity of the reputation of political leaders with those of their parties and to assess the claim of causal links. Design/methodology/approach – A multidimensional measure of brand personality is used to measure the reputation among...
Persistent link: https://www.econbiz.de/10014722635
Purpose – The purpose of this paper is to consider whether the affective components of brand association influence the key stakeholders of business‐to‐business (B2B) brands. The aim is to demonstrate the importance of branding to organisations involved only in B2B markets by testing three...
Persistent link: https://www.econbiz.de/10014722648
Purpose – This paper aims to test one of the symbolic influences of the employee on brand associations and by doing so demonstrate why the stereotyping of employees should be added to the research agenda for corporate branding. Design/methodology/approach – The research is a quantitative...
Persistent link: https://www.econbiz.de/10014722825