This study investigates the necessity of customer segmentation in industrial buying
regarding Digital, Social Media, and Mobile Marketing (DSMM) from the perspective of a …

The buying center (BC) has captivated the attention of researchers for> 50 years, becoming
a central element of organizational buying behavior. While it seems easy to identify the BC …

This study extends previous research on perceived value by including the role of perceived
risk within a model of the antecedents and consequences of perceived value. The model …

This has long been the one book that students can rely on to get them thinking critically and
strategically about branding. This new fourth edition is no exception. THE definitive …

Purpose–The most recent literature on competitive advantage views brand equity as a
relational market‐based asset because it arises from the relationships that consumers have …

This article analyzes and summarizes the 25 years of research on organizational buying
behavior that followed the seminal works of Robinson, Faris, and Wind (1967), Webster and …

Given its negative effects on purchase behaviors, organizational buyers' decision-making
uncertainty (DMU) needs to be reduced. The marketing literature still lacks insights on how …

This study examines how consumer information processing affects consumers' perception of
risk prior to purchase. In particular, this research focuses on pre-purchase information such …

Reviews the academic research conducted on organizational buying behavior since the
publication of Sheth's model of industrial buying behavior in 1973. Discovers an impressive …

Purpose–The purpose of the paper is to determine if owners of small manufacturing
companies manage supply risk in similar ways and identify the practices constituting this …