Business-to-business branding has received increasing attention from researchers in the last few years. Nonetheless, there is no agreement on the relative contribution of a brand versus an offering's functional attributes to the industrial buyer's preferences. Drawing on models from the business-to-consumer context, this paper demonstrates that non-attribute‒based brand beliefs are predictors of hedonic outcomes as measured by industrial buyers' attitudinal loyalty, while attribute-based brand beliefs are not. Moreover, the moderating role of the buyer's level of knowledge for the value-generating process is identified, suggesting that the impact of non-attribute‒based brand beliefs on attitudinal loyalty is greater for buyers with a low level of knowledge.

Business-to-business branding: a review and assessment of the impact of non-attribute-based brand beliefs on buyer’s attitudinal loyalty

CASSIA, Fabio;MAGNO, Francesca
2012-01-01

Abstract

Business-to-business branding has received increasing attention from researchers in the last few years. Nonetheless, there is no agreement on the relative contribution of a brand versus an offering's functional attributes to the industrial buyer's preferences. Drawing on models from the business-to-consumer context, this paper demonstrates that non-attribute‒based brand beliefs are predictors of hedonic outcomes as measured by industrial buyers' attitudinal loyalty, while attribute-based brand beliefs are not. Moreover, the moderating role of the buyer's level of knowledge for the value-generating process is identified, suggesting that the impact of non-attribute‒based brand beliefs on attitudinal loyalty is greater for buyers with a low level of knowledge.
journal article - articolo
2012
La stratégie de marque interentreprise a de plus en plus reçu l'attention des chercheurs au cours des dernières années. Néanmoins, il n'y a pas consensus sur la contribution relative de la marque (par opposition aux attributs fonctionnels de l'offre) aux préférences de l'acheteur industriel. En se basant sur les modèles issus du contexte entreprise-particuliers, cet article démontre que pendant que les croyances non basées sur les attributs de la marque sont des prédicteurs des performances hédoniques telles que mesurées par la loyauté de l'attitude des acheteurs industriels, les croyances basées sur les attributs de la marque ne le sont pas. Par ailleurs le rôle modérateur du niveau de connaissance que l'acheteur a du processus de génération de la valeur est mis en évidence, ce qui suggère que l'impact des croyances non basées sur les attributs de la marque sur la loyauté de l'attitude est plus grand chez les acheteurs qui ont un faible niveau de connaissance.
Cassia, Fabio; Magno, Francesca
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10446/27320
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