Service inside: The impact of ingredient service branding on quality perceptions and behavioral intentions
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- 作者：Sabrina V. Helma ; helm@email.arizona.edu" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae ; Berrin Ö ; zerginb ; 1 ; berrin.oezergin@hs-riedlingen.de" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae
- 关键词：Ingredient branding ; Ingredient service branding ; Service branding ; Branding strategies ; Experimental design
- 刊名：Industrial Marketing Management
- 出版年：2015
- 出版时间：October 2015
- 年：2015
- 卷：50
- 期：Complete
- 页码：142-149
- 全文大小：363 K
文摘
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We investigate the potential of services as ingredient brands where past research has focused on tangible products.
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We concentrate on industrial buyers to detect how ingredient service brands impact customer preferences on B2B markets.
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In an experiment, we find a positive effect of ingredient service brands on buyers' perception of the end product's quality.
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The effect is stronger when quality of the host brand is lower.
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Ingredient service brands provide a cue to product quality of the end product, indirectly improving purchase intentions.