지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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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.
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참고문헌 (28)
참고문헌 신청
Aaker, D. A. / 1982 / Advertising Management / Prentice-Hall
Aaker, D. A. / 1992 / Managing Brand Equity / Journal of Business Strategy 13 : 27 ~ 32
Aaker, D. A. / 2000 / The Brand Relationship Spectrum : The Key to the Brand Architecture Challenge / California Management Review 38 (3) : 102 ~ 120
Anderson, E. / 1992 / The Use of Pledges to build and Sustain Commitment in Distribution Channels / Journal of Marketing Research 29 (1) : 18 ~ 34
Anderson. P. H. / 2004 / Relationship Marketing and Brand Involvement of Professionals through Web-enhanced Brand Communities : The Case of Coloplast / Industrial Marketing M
Aaker, D. A. / 1992 / Managing Brand Equity / Journal of Business Strategy 13 : 27 ~ 32
Aaker, D. A. / 2000 / The Brand Relationship Spectrum : The Key to the Brand Architecture Challenge / California Management Review 38 (3) : 102 ~ 120
Anderson, E. / 1992 / The Use of Pledges to build and Sustain Commitment in Distribution Channels / Journal of Marketing Research 29 (1) : 18 ~ 34
Anderson. P. H. / 2004 / Relationship Marketing and Brand Involvement of Professionals through Web-enhanced Brand Communities : The Case of Coloplast / Industrial Marketing M
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