Brand stability as a signaling phenomenon / Leischnig Alexander in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011)  

Public ISBD [article]  inIndustrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1116–1122 Titre : Brand stability as a signaling phenomenon : An empirical investigation in industrial markets Type de document : texte imprimé Auteurs : Leischnig Alexander, Auteur ; Enke Margit, Auteur Année de publication : 2012 Article en page(s) : pp.1116–1122 Langues : Anglais (eng) Mots-clés : brand stability  brand loyalty  price premium  signaling Index. décimale : 650 Résumé : The present study investigates the interplay between brand stability and customers' response toward the brand in an industrial buying context. Based on an information economic perspective, the authors develop a conceptual framework that incorporates perceived brand stability, risk reduction, brand loyalty, and customers' willingness to pay a price premium. This framework is empirically tested based on a survey with one hundred and forty nine key informants from business units within the food industry. In order to analyze the proposed relationships, the authors employ structural equation modeling. The present research contributes to a deeper understanding of the role of brands in business-to-business contexts by highlighting the signaling effects of brands in an industrial buying context. Second, the present research empirically demonstrates that brand stability is a key factor to (1) reduce perceived risk, (2) build brand loyalty, and in turn (3) achieve a Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001295 [article] Brand stability as a signaling phenomenon : An empirical investigation in industrial markets [texte imprimé] / Leischnig Alexander, Auteur ; Enke Margit, Auteur . - 2012 . - pp.1116–1122. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1116–1122 Mots-clés : brand stability  brand loyalty  price premium  signaling Index. décimale : 650 Résumé : The present study investigates the interplay between brand stability and customers' response toward the brand in an industrial buying context. Based on an information economic perspective, the authors develop a conceptual framework that incorporates perceived brand stability, risk reduction, brand loyalty, and customers' willingness to pay a price premium. This framework is empirically tested based on a survey with one hundred and forty nine key informants from business units within the food industry. In order to analyze the proposed relationships, the authors employ structural equation modeling. The present research contributes to a deeper understanding of the role of brands in business-to-business contexts by highlighting the signaling effects of brands in an industrial buying context. Second, the present research empirically demonstrates that brand stability is a key factor to (1) reduce perceived risk, (2) build brand loyalty, and in turn (3) achieve a Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001295

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