바로가기메뉴

본문 바로가기 주메뉴 바로가기

logo

  • P-ISSN1738-3110
  • E-ISSN2093-7717
  • SCOPUS, ESCI

The Impact of Marketing and Brand Value on the Long-Term Purchasing Behavior Regarding Industrial Goods

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2013, v.11 no.5, pp.25-31
https://doi.org/https://doi.org/10.15722/jds.11.5.201305.25
Yang, Hoe-Chang
Moon, Yoo-Ho
Khan, Tasnuva

Abstract

Purpose - This study aims to determine the effects of marketing factors on the long-term purchasing behavior regarding industrial goods, using data from wholesalers and retailers. Research design, data, and methodology - We used multiple regression analysis and 3-step regressions to investigate causality. We used 177 questionnaires targeting wholesalers and retailers of industrial goods. Results - First, long-term purchasing behavior is positively related only with advertising and marketing factors. Second, the relationship between marketing factors and brand value show that the physical environment, word-of-mouth advertising, and publicity are positively related, except advertising and sales promotion, respectively. Third, brand value and long-term purchasing behavior are positively related. Finally, brand value is not a mediator between marketing factors and long-term purchasing behavior. Conclusion - This study suggests that industrial goods providers should use marketing strategies that are different from those used in the consumer market. Further, if they want to maintain long-term relationships, they should increase their brand value.

keywords
Industrial Goods Market, Marketing Communication, Brand Value, Long-Term Purchasing Orientation

Reference

1.

Aaker, D. A. (1992), "Managing Brand Equity", Journal of Business Strategy, 13, 27-32.

2.

Aaker, D. A. (2000), "The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge", California Management Review, 38(3), 102-120.

3.

Aaker, D. A. & Myers, J. G. (1982), Advertising Management, Englewood Cliffs, NJ: Prentice-Hall.

4.

Anderson, E. & Weitz, B. A. (1992), "The Use of Pledges to build and Sustain Commitment in Distribution Channels", Journal of Marketing Research, 29(1), 18-34.

5.

Anderson. P. H. (2004), "Relationship Marketing and Brand Involvement of Professionals through Web-enhanced Brand Communities: The Case of Coloplast", Industrial Marketing Management, 34, 39-51.

6.

Aron, O'Cass. & Grace, D. (2003), "An exploratory perspective of service brand associations", Journal of Service Marketing, 17(5), 452-475.

7.

Assael, H. (1992), Consumer Behavior and Marketing Action, 5th(ed.) NY: South Western College Publishing.

8.

Baldinger, A. L. (1992), "What CEOs are saying about brand equity: A call to action for", Journal of Advertising Research, 32(4), 6-12.

9.

Baldinger, A. L. & Rubinson, J. (1996), "Brand Loyalty: The Link between Attitude and Behavior", Journal of Advertising Research, 36(6), 22-34.

10.

Baron, R. M., & Kenny, D. A. (1986), “The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations”, Journal of Personality and Social Psychology, 51, 1173-1182.

11.

Bendixen, M., Bukasa, K. & Abrett, R. (2004), "Brand equity in the business-to-business markets", Industrial Marketing Management, 33, 371-380.

12.

Berry, L. L. (2000), "Cultivating service brand equity", Academy of Marketing Science, 28(1), 128-137.

13.

Bitner, M. J. (1992), "Servicescapes: The Impact of Physical Surroundings on Customers and Employees", Journal of Marketing, 56(2), 57-71.

14.

Bone, P. F. (1995), "Word-of-Mouth Effects on Short-term and Long-term Product Judgements, Journal of Business Research, 32(March), 213-224.

15.

Borgida, E. & Nisbett, R. E. (1997), The differential impact of abstract vs. concrete information on decision, Journal of Applied Social Psychology, 7, 257-271.

16.

Bovee, C. L. & Arens, W. F. (1994), Contemporary advertising, Fifth Edition, Bar Bridge: Irwin Incorporation.

17.

Chen, I. J., Paulraj, A. & Lado, A. A. (2004), “Strategic purchasing supply management, and firm performance”, Journal of Operations Management, 22, 505-523.

18.

Crosby, L. A., Evans, K. R. & Cowles, D. (1990), "Relationship Quality in Services Selling: An Interpersonal Influence Perspective", Journal of Marketing, 54(July), 68-81.

19.

David, T. R. V. (1984), "The Influence of the Physical Environment on Offices", Academy of Management Review, 9(2), 271-283.

20.

Doney, P. & Cannon, J. (1997), "An Examination of the nature of trust in buyer-seller relationships", Journal of Marketing, 61, 35-61.

21.

Dwyer, F., Schurr, R. P. & Oh, S. (1987), "Developing buyer-seller relationships", Journal of Marketing, 51(April), 11-27.

22.

Ellram, L.M. & Carr, A.S. (1994), “Strategic purchasing: a history and review of the literature”, International Journal of Purchasing and Materials Management, 30 (2), 10–18.

23.

Ganesan, S. (1994), "Determinants of Long-Term Orientation in Buyer-Seller Relationships", Journal of Marketing, 58(April), 1-19.

24.

Geon, Gwee-Yeon, & Ha, Dong-Hyun (2010), “The Effects of Sales Promotion on Price Fairness, Brand Value, Brand Image and Brand Loyalty”, Korean Journal of Tourism Research, 25(3), 183-198.

25.

Håkansson, H. & Turnbull, R. (1982), "Inter-Company Relationships: An Analytical Framework", Working Paper,1982/8. Centre for International Business Studies, Uppsala University.

26.

Han, Sang-Lin, & Sung, Hyung-Suk (2006), “Brand Value and Relationship Performance in the Industrial Markets”, Korean Marketing Review, 21(4), 135-164.

27.

Hong, Wan-Soo, Yoo, Hae-Kyung & Jun, Soo-Yeon (2006), “A Study on Brand Management of Family Restaurant: Focusing on Brand Image and Value”, Journal of Foodservice Management, 9(2), 255-275.

28.

Kalwani, M. U. & Naraynads, N. (1995), "Long-Term Manufacturer Supplier Relationships: Do They Pay Off for Supplier Firms?", Journal of Marketing, 59(1), 1-16.

29.

Keller, L. L. (1998), Strategic brand management: Building, measuring & managing brand equity. NJ: Prenctice-Hall Inc.

30.

Kim, Jun-Whai (2007), “The Influence of the Marketing Communication on the Service Brand Equity”, Korean Academic Society of Business Administration Conference, 1-23.

31.

Kirmani, A. & Wright, P. (1989), "Money talks: Perceived advertising expense and expected produce quality", Journal of Consumer Research, 16(December), 344-353.

32.

Kirmani, A. & Zeithaml, V. A. (1993), "Advertising, perceived quality, and brand image", in Aaker, D. A. and Biel, A. L. (Eds), Brand Equity & Advertising: Advertising's Role in Building Strong Brands, Lawrence Erlbaum Associates, NJ: Hilldale, 143-162.

33.

Kortler, P. (1997), Marketing Management: Analysis, Planning and Control, 9th. (ed.), Upper Saddle River, NJ: Prentice-Hall Inc.

34.

Kortler, P. (2000), Marketing Management: Analysis, Planning and Control, 10th. (ed.), Upper Saddle River, NJ: Prentice-Hall Inc.

35.

Kortler, P. & Armstrong, G. (1991), Principles of Marketing, (5th ed.), Englewood Cliffs: Prentice-Hall.

36.

Kumar, V. & Luo, MA. (2006), “Linking an Individual’s Brand Value to the Customer Lifetime Value: An Integrated Framework”, American Marketing Association Winter Educators’ Conference: Marketing Theory and Applications, 152.

37.

Landeros, R. & Monczka, R.M. (1989), “Cooperative buyer–seller relationships and a firm’s competitive Posture”, International Journal of Purchasing and Materials Management, 25, 9–18.

38.

Lazarus, R. S. (1982), "Thoughts on the Relations Between Emotion and Cognition", American Psychologist, 37, 1019-1024.

39.

Lazarus, R. S. (1984), "On the Primacy of Cognition", American Psychologist, 39, 124-129.

40.

Lee, Myung-Sik (2011), “The Effects of Top Management Leadership on Market-Orientation and Business Performance in Industrial Market: Focusing on Conger-Kanungo Model, Productivity Review, 25(1), March, 225-256.

41.

Mitchell, P., King, J. & Reast, J. (2001), "Brand Values Related to Industrial Products", Industrial Marketing Management, 30, 415-425.

42.

Morgan, R. M. & Hunt, S. (1994), "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, 58(7), 20-38.

43.

Noordewier, T. G., John, G. & Nevin, J. R. (1990), "Performance Outcomes of Purchasing Arrangements in Industrial Buyer- Vendor Relationships", Journal of Marketing, 54(4), 80-93.

44.

Nunnally, J. C. (1978), Introduction to Psychological Measurement, New York: McGraw-Hill.

45.

Park, Seung-Hwan & Han, Sang-Seol (2010), “A Study on the Effect of Buyer’s Perception on the Long-term Business Relations in B2B industry”, The Review of Business History, 25(2), 273-298.

46.

Peattie, S. & Peattie, K. (2003), " Sales Promotion; in Baker, M. J. (ed.) The Marketing Book. Oxford: Butterworth-Heinemann, 458.

47.

Raggio, R. D. & Leone, R. P. (2007), “The Theoretical Separation of Brand Equity and Brand Value”, Journal of Brand Marketing, 14, 380-395.

48.

Russell, T. & Verrill, G. (1986), Otto Kleppner's Advertising Procedure, 9th ed. Englewood Cliffs, NJ: Prentice-Hall.

49.

Schultz, D. E. & Barnes, B. (1995), Strategic advertising campaigns, 4th (ed.), Illinois: NTC Business Books.

50.

Schultz, D. E. & Robinson, W. A. (1992), Sales Promotion Management, Lioncolnwood, IL: National Text Book Company.

51.

Sheth, J. N., Newman, B. I., & Barbara, L. G. (1991), Consumption Values and Market Choices. Cincinnati, OH: South-Western.

52.

Shimp. T. A. (1997), Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communication, Florida: The Dryden Press.

53.

Simon, C. J. & Sullivan, M. W. (1990), "The Measurement and Determinants of Brand Equity: A Financial Approach", working paper, Graduate School of Business, University of Chicago.

54.

Song, Mu-Yeung & Yang, Hoe-Chang (2012), “The Effect of Marketing Communication and Store Loyalty in Traditional Market: Focusing on Shopping Value and Shopping Experience by Traditional Market“, Journal of Distribution Science, 10(11), 71-77.

55.

Sung, Young-Shin, Chung, Sun-Hoo, Kang, Seung-Ha, Min, Seung- Kee & Jung, Soo-Jung (2011), “The Effects of Incongruence between Product Quality and Brand Value on Product Evaluation in Symbolic Product and Utilitarian Product”, Korean Journal of Consumer and Advertising Psychology, 12(1), 101-125.

56.

Sweeney, J. C. & Soutar, G. N. (2001), "Consumer Perceived Value: the Development of an Multiple Item Scale", Journal of Retailing, 77, 203-220.

57.

Yale, D. R. (1984), The Publicity Handbook: How to maximize Publicity for Products, Services, and Organizations. Lincolnwood, IL: NTC Business Books.

58.

Yang, Hoe-Chang & Ju, Yoon-Hwang (2012), “The Effect of College students’ Perceived Marketing Communication, Value and Consumption Emotion on Store Loyalty in Discount Store”, Journal of Distribution Science, 10(2), 19-28.

59.

Yeo, Woon-Seung, Han, Sang-Lin & Koh, Hyuk-Joo (2010), “Antecedents and Performance of Relational Commitment and Vertical Integration in the Distribution Channel of Steel Material”, Journal of Marketing Management Research, 15(1), 107-138.

60.

Young, J. A. & Varble, D. L. (1997), “Purchasing’s performance as seen by its internal customers: a study in service organization”, International Journal of Purchasing and Materials Management, 33(3), 36–41.

61.

Zeithaml, V.A. (1988), "Consumer Perceptions of Price, Quality, and Value: A Means-end Model and Synthesis of Evidence, Journal of Marketing, 52(3), 2-22.

The Journal of Distribution Science