دانلود مقاله ISI انگلیسی شماره 44870
ترجمه فارسی عنوان مقاله

خدمات داخل: تاثیر نام تجاری سرویس عناصر بر ادراکات کیفیت و نیت های رفتاری

عنوان انگلیسی
Service inside: The impact of ingredient service branding on quality perceptions and behavioral intentions
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
44870 2015 8 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Industrial Marketing Management, Volume 50, October 2015, Pages 142–149

ترجمه کلمات کلیدی
نام تجاری مواد اولیه، علامت تجاری سرویس عناصر، نام تجاری خدمات، استراتژی های نام تجاری، طراحی تجربی
کلمات کلیدی انگلیسی
Ingredient branding; Ingredient service branding; Service branding; Branding strategies; Experimental design

چکیده انگلیسی

Extant literature on ingredient branding is directed at tangible products but does not account for the role of services as ingredients. For B2B suppliers, however, service is emerging as the dominant route to achieving competitive advantage. The purpose of this research is to investigate how ingredient service brands impact customer preferences on B2B markets. We specifically assess how ingredients might impact industrial buyers' quality perceptions of the end product. By conducting a within-subjects scenario-based experiment among industrial buyers, we find a positive effect of the presence of an ingredient service brand on buyers' perception of the end product's service quality, whether the host brand is of higher or lower quality. The effect is stronger when the quality of the host brand is lower. Furthermore, results indicate that the host brand generally has a stronger impact on the quality evaluation of the end product meaning that an ingredient service brand cannot fully compensate for a lower-quality host brand. For managers, our findings indicate that ingredient service brands provide a cue to product quality of the end product, indirectly improving purchase intentions. As a result, branded service ingredients offer host service brands as well as ingredient service brands a potentially powerful strategy for improving competitive position in B2B markets.