Detail The Moderating Effects of Insupplier/Outsupplier Status on Organizational Buyer Attitudes (in Journal of the Academy of Marketing Science Vol 23 No 3) Bibliografi Author: Brown, Stephen Topik: Insupplier Status; Outsupplier Status Bahasa: (EN )     Penerbit: Academy of Marketing Science     Tempat Terbit: [s.l]    Tahun Terbit: 1995     Jenis: Article - diterbitkan di jurnal ilmiah internasional Fulltext: 170.full.pdf (2.28MB; 0 download) Abstract A conceptual model of the relationships among buyers' perceptions of and attitudes toward elements of a vendor company's marketing mix is developed and tested, and the moderating effects of insupplier/outsupplier status are assessed. Attitude centrality and self-perception theories predict that buyer perceptions of and attitudes toward the company, the salesperson, and the product will be more closely interlinked for insuppliers than for outsuppliers. Theory regarding category-based affect and attitude accessibility predicts that buyers will use extrinsic cues to a greater extent when making judgments abo ut outsupplier as compared with insupplier salespeople. The results indicated significant moderating effects of insupplier/outsupplier status and generally validated predictions made on the basis of attitude theory. Perceived company reputation was more strongly related to salesperson and product attitudes for insuppliers than for outsuppliers. Extrinsic cues were used to a greater extent by buyers evaluating outsuppliers. Implications of the findings for management and a more complete understanding of organizational buying are discussed. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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