Why are industrial firms high or low brand sensitive? An empirical investigation

Sengupta, Raghu Nandan

doi:10.1080/10696679.2019.1662314

Cited by 4 publications

(5 citation statements)

References 86 publications

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“…More research must be devoted to creating a proper measurement tool and exploring drivers as individual factors (e.g. stakeholders and personal preferences) or information quality (Sharma and Sengupta, 2020).…”

Section: Discussion and Implications For Future Research Agendamentioning

confidence: 99%

“…Brand sensitivity is a multi-faceted construct encompassing three dimensions: brand-related information acquisition, brand information processing and buying center memory. The nature of buyer–seller relationships and the number of supplier brands are also known to impact brand sensitivity (Sharma and Sengupta, 2020). Moreover, research suggests that brand sensitivity can exhibit a non-linear relationship with the importance of the purchase and its complexity (Brown et al , 2012).…”

Section: Thematic Analysis Of the Literaturementioning

confidence: 99%

“…This may require rethinking conventional wisdom and emphasizing the brand even when it may appear less relevant to business customers. Doing so is likely to impact performance positively (Brown et al , 2012; Sharma and Sengupta, 2020).…”

Section: Thematic Analysis Of the Literaturementioning

confidence: 99%

“…From a B2B perspective, it also represents the extent to which brand information and business associations are positively evaluated in organizational buying decisions (Brown et al , 2012). However, the prevailing view of the B2B buying process posits that firms are primarily rational decision-makers (Brown et al , 2011), differing in the importance they allocate to brands, which is a source of distress in designing B2B branding strategies (Sharma and Sengupta, 2020). To fully comprehend B2B customer behavior, it is crucial to examine brand sensitivity and understand under which conditions brands become more relevant in B2B contexts.…”

Section: Thematic Analysis Of the Literaturementioning

confidence: 99%

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A systematic review of customer behavior in business-to-business markets and agenda for future research

Bilro

Loureiro

Souto

2023

JBIM

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Purpose The purpose of this paper is to offer a comprehensive overview of current research on customer behavior in the business-to-business (B2B) context and propose a research agenda for future studies. Despite being a relatively recent area of interest for academics and practitioners, a literature review that synthesizes existing knowledge into coherent topics and outlines a research agenda for future research is still lacking. Design/methodology/approach Drawing on a systematic literature review of 219 papers and using a text-mining approach based on the Latent Dirichlet Allocation algorithm, this paper enhances the existing knowledge of B2B customer behavior and provides a descriptive analysis of the literature. Findings From this review, ten major research topics are found and analyzed. These topics were analyzed through the lens of the Theory, Context, Characteristics and Method framework, providing a summary of key findings from prior studies. Additionally, an integrative framework was developed, offering insights into future research directions. Originality/value This study presents a novel contribution to the field of B2B by providing a systematic review of the topic of customer behavior, filling a gap in the literature and offering a valuable resource for scholars and managers seeking to advance the field.

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Section: Discussion and Implications For Future Research Agendamentioning

confidence: 99%

Section: Thematic Analysis Of the Literaturementioning

confidence: 99%

Section: Thematic Analysis Of the Literaturementioning

confidence: 99%

Section: Thematic Analysis Of the Literaturementioning

confidence: 99%

See 2 more Smart Citations

A systematic review of customer behavior in business-to-business markets and agenda for future research

Bilro

Loureiro

Souto

2023

JBIM

View full text Add to dashboard Cite

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“…Because the product is complex, the customer's level of customization is high, and the purchase amount is significant. Moreover, since tangible product characteristics and intangible service characteristics are often integrated, it is difficult to compare B2B products objectively, and the uncertainty is high (Sharma, 2020). Previous scholars suggested that functional risk and financial risk are the core dimension of B2B purchase risk (Paluch & Wunderlich, 2016).…”

Section: Introductionmentioning

confidence: 99%

Drivers and Consequences of Business-Reference-Content (Brc): The Role of Narrative Transportation in B2b Communication

Jung

2021

Journal of Business Economics and Management

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COVID-19 is bringing changes in B2B sales and marketing strategies. Digital interaction with potential customers has become more critical. Business-reference content (BRC) is the most shared content, mainly using narrative format, available to potential customers through digital touchpoints. Reducing perceived purchasing risk has been recognized as the primary benefit of using BRC, but empirical research on this has been insufficient. Therefore, this research investigated the underlying mechanisms of BRC and related processes that lower risk perception based on narrative transportation theory. For empirical analysis, a serial-parallel mediating model was established in which BRC type (narrative versus non-narrative) influences purchase intention through the mediation of narrative transportation and perceived purchase risks – functional risk and financial risk. In this experimental study, an online survey was conducted in which 233 purchasing managers in Korean companies participated. The analysis confirmed that the BRC type had a significant effect on the level of receivers’ narrative transportation. In addition, serial-parallel mediating effects through narrative transportation (primary mediator) and perceived functional risk and perceived financial risk (secondary mediators) were all significant. This research provides meaningful implications in that it broadens the theoretical understanding of BRC by presenting the integrated BRC effect model. Also, it clarifies the importance of narrative BRC in B2B marketing practices.

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Buyer-seller uncertainty: a systematic review and future research directions

Mullins,

Chase,

Friend

2023

Journal of Personal Selling & Sales Management

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Why are industrial firms high or low brand sensitive? An empirical investigation

Cited by 4 publications

References 86 publications

A systematic review of customer behavior in business-to-business markets and agenda for future research

A systematic review of customer behavior in business-to-business markets and agenda for future research

Drivers and Consequences of Business-Reference-Content (Brc): The Role of Narrative Transportation in B2b Communication

Buyer-seller uncertainty: a systematic review and future research directions

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