The Impact of Marketing and Brand Value on the Long-Term Purchasing Behavior Regarding Industrial Goods

• 발행기관: 한국유통과학회
• 저자명: Hoe-Chang Yang Yoo-Ho Moon Tasnuva Khan
• 간행물 정보: 『유통과학연구(JDS)』제11권 제5호, 25~31쪽, 전체 7쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2013.05.30

영문 초록

Purpose - This study aims to determine the effects of marketing factors on the long-term purchasing behavior regarding industrial goods, using data from wholesalers and retailers. Research design, data, and methodology - We used multiple regression analysis and 3-step regressions to investigate causality. We used 177 questionnaires targeting wholesalers and retailers of industrial goods. Results - First, long-term purchasing behavior is positively related only with advertising and marketing factors. Second, the relationship between marketing factors and brand value show that the physical environment, word-of-mouth advertising, and publicity are positively related, except advertising and sales promotion, respectively. Third, brand value and long-term purchasing behavior are positively related. Finally, brand value is not a mediator between marketing factors and long-term purchasing behavior. Conclusion - This study suggests that industrial goods providers should use marketing strategies that are different from those used in the consumer market. Further, if they want to maintain long-term relationships, they should increase their brand value.

목차

Abstract

1. Introduction

2. Theoretical Background

3. Hypotheses and Research model

4. Empirical Analysis

5. Discussion & Conclusion

References

키워드

Industrial Goods Market Marketing Communication Brand Value Long-Term Purchasing Orientation