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- W58675416 abstract "Available studies mostly consider ingredient co-branding as targeted to final customers only.The purpose of this paper is to demonstrate that this strategy can have an impact on buyersellerrelationships, as well. A model including three antecedents (i.e. perceived co-brandingvalue, seller’s brand image, and seller’s responsiveness) of Original EquipmentManufacturer’s (OEM) loyalty toward the component’s supplier is suggested and testedwithin the industry for energy components. The analysis of the 95 usable answers receivedfrom OEMs, supports the model and highlights the specific impact of the perceived cobrandingvalue. For the first time the role of co-branding has been separated from brandingvalue in OEM’s buying process and findings demonstrate that industrial buyers are more loyalwhen they perceive a high co-branding benefit. Finally, this study provides importantimplications for future researches." @default.
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- W58675416 date "2011-05-01" @default.
- W58675416 modified "2023-09-29" @default.
- W58675416 title "Relation between ingredient co-branding value and OEM’s loyalty: an analysis in Italian energy industry" @default.
- W58675416 hasPublicationYear "2011" @default.
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