The Components of the B2B Brand and Buyer Relationship Intention

• 발행기관: 한국유통과학회
• 저자명: Tony C Garrett Irina Pieschkova
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2014 International Conference on Business and Economics (ICBE 2014), 443~446쪽, 전체 4쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.07.31

영문 초록

This study examines what influence relational components of the business-to-business (B2B) brand have on the buyer's intention to engage in a long-term B2B relationship and if choice risk has a moderating influence. Breaking the brand elements down into company (reputation, community and personality) and relationship (adaptation and advice) specific components, a survey was developed and administered to a sample of Korean managers. Results show that reputation and personality elements are the only significant brand components influencing relationship intention, however when considering the moderating effect of risk all of company specific elements were significant. Conclusions are given. Further analysis will be given at the conference

목차

Abstract

1.0 Introduction

2.0 Background

3.0 Methodology

4.0 Results

5.0 Conclusions

References

키워드

Business-to-business buying behavior business-to-business brand buyer risk