Matches in SemOpenAlex for { <https://semopenalex.org/work/W2788163902> ?p ?o ?g. }
- W2788163902 endingPage "36" @default.
- W2788163902 startingPage "26" @default.
- W2788163902 abstract "Existing studies offer limited explanations regarding the determinants of business-to-business (B2B) brand sensitivity: the degree to which brand stimuli are actively considered during buyer deliberations. This research addresses this gap by comparing the relative influence of organizational buyers' functional versus imagery beliefs on brand outcomes in B2B professional service settings. Specifically, it compares the influence of buyers' perceived operational competence and prestige sensitivity on brand preference and brand sensitivity. Further, it evaluates the effect of brand sensitivity on brand importance and customer engagement, two particularly relevant outcomes in the B2B professional services setting. A qualitative pilot study was conducted to gain insight into the salient drivers of brand preference and brand sensitivity. Then, a survey of 324 CEOs and owner-managers of small and medium-sized firms was carried out to test the hypothesized model. The results confirm the importance of imagery beliefs in organizational buying decisions, but not at the expense of operational competence, a more fundamental functional belief." @default.
- W2788163902 created "2018-03-06" @default.
- W2788163902 creator A5047935339 @default.
- W2788163902 creator A5058988384 @default.
- W2788163902 creator A5062251910 @default.
- W2788163902 creator A5079255577 @default.
- W2788163902 date "2018-07-01" @default.
- W2788163902 modified "2023-10-14" @default.
- W2788163902 title "The relative influence of functional versus imagery beliefs on brand sensitivity in B2B professional services" @default.
- W2788163902 cites W1512139145 @default.
- W2788163902 cites W1697922901 @default.
- W2788163902 cites W1810012039 @default.
- W2788163902 cites W1847024521 @default.
- W2788163902 cites W1973144792 @default.
- W2788163902 cites W1973557004 @default.
- W2788163902 cites W1973687016 @default.
- W2788163902 cites W1976554142 @default.
- W2788163902 cites W1977551143 @default.
- W2788163902 cites W1978699517 @default.
- W2788163902 cites W1983049370 @default.
- W2788163902 cites W1983689694 @default.
- W2788163902 cites W1993238136 @default.
- W2788163902 cites W1993289959 @default.
- W2788163902 cites W1997243097 @default.
- W2788163902 cites W2001115249 @default.
- W2788163902 cites W2003475707 @default.
- W2788163902 cites W2012662491 @default.
- W2788163902 cites W2018803653 @default.
- W2788163902 cites W2023071763 @default.
- W2788163902 cites W2024972498 @default.
- W2788163902 cites W2028390795 @default.
- W2788163902 cites W2029044477 @default.
- W2788163902 cites W2030946459 @default.
- W2788163902 cites W2034359980 @default.
- W2788163902 cites W2038263737 @default.
- W2788163902 cites W2046597693 @default.
- W2788163902 cites W2049499495 @default.
- W2788163902 cites W2052127890 @default.
- W2788163902 cites W2053413355 @default.
- W2788163902 cites W2053815494 @default.
- W2788163902 cites W2056764773 @default.
- W2788163902 cites W2065126543 @default.
- W2788163902 cites W2070778123 @default.
- W2788163902 cites W2076576373 @default.
- W2788163902 cites W2086646772 @default.
- W2788163902 cites W2087626967 @default.
- W2788163902 cites W2089298252 @default.
- W2788163902 cites W2090737755 @default.
- W2788163902 cites W2099463741 @default.
- W2788163902 cites W2102707938 @default.
- W2788163902 cites W2103857017 @default.
- W2788163902 cites W2106096361 @default.
- W2788163902 cites W2106385160 @default.
- W2788163902 cites W2111771113 @default.
- W2788163902 cites W2112256230 @default.
- W2788163902 cites W2115379661 @default.
- W2788163902 cites W2121633476 @default.
- W2788163902 cites W2124088225 @default.
- W2788163902 cites W2132652356 @default.
- W2788163902 cites W2133033456 @default.
- W2788163902 cites W2134772267 @default.
- W2788163902 cites W2140937504 @default.
- W2788163902 cites W2153219325 @default.
- W2788163902 cites W2153991478 @default.
- W2788163902 cites W2155490992 @default.
- W2788163902 cites W2159870034 @default.
- W2788163902 cites W2163024521 @default.
- W2788163902 cites W2163822384 @default.
- W2788163902 cites W2167928095 @default.
- W2788163902 cites W2168202420 @default.
- W2788163902 cites W2168512241 @default.
- W2788163902 cites W2169115596 @default.
- W2788163902 cites W2171780916 @default.
- W2788163902 cites W2173765169 @default.
- W2788163902 cites W2184943477 @default.
- W2788163902 cites W2185652087 @default.
- W2788163902 cites W2188642601 @default.
- W2788163902 cites W2208759075 @default.
- W2788163902 cites W2259255084 @default.
- W2788163902 cites W2280238033 @default.
- W2788163902 cites W2289361548 @default.
- W2788163902 cites W2327104519 @default.
- W2788163902 cites W2336622787 @default.
- W2788163902 cites W2338597023 @default.
- W2788163902 cites W2409296080 @default.
- W2788163902 cites W2416572746 @default.
- W2788163902 cites W2516643840 @default.
- W2788163902 cites W2576385848 @default.
- W2788163902 cites W2583345743 @default.
- W2788163902 cites W2595519040 @default.
- W2788163902 cites W2621123471 @default.
- W2788163902 cites W3122212586 @default.
- W2788163902 cites W3122212949 @default.
- W2788163902 cites W3122231742 @default.
- W2788163902 cites W3122857273 @default.
- W2788163902 cites W3123085948 @default.
- W2788163902 cites W3124507438 @default.
- W2788163902 cites W4231931854 @default.