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EMPIRICAL REVIEW OF FACTORS AFFECTING BUYING BEHAVIOR IN HEI’S OF KHYBER PAKHTOONKHWA PROVINCE (PAKISTAN)
Corresponding Author(s) : Amanullah Khattak
Humanities & Social Sciences Reviews,
Vol. 9 No. 3 (2021): May
Abstract
Purpose of the study: The purpose of this study was to highlight factors that affect buying practices in higher education institutions.
Methodology: A questionnaire was used to collect primary data from respondents of higher education institutions of Khyber Pakhtunkhwa (Pakistan). Correlation & Regression tests were applied with the help of SPSS for checking association and cause and effect relationship between predictors and criterion variables.
Main findings: Findings of the study reveal that institutional goals, objectives, policies & procedures regarding the purchase, relationship with the suppliers & their credibility, product knowledge, and intangibility are some key factors that affect the buying behavior of individuals in institutions.
Applications of the study: Study will help institutional buyers in particular and others in general to reduce brand sensitivity & risk associated with the purchase by following established procedures and policies. The study will help marketers in devising corporate and marketing strategies in different environments to overcome competition.
Novelty/Originality of this study: The area of institutional buying in terms of branding has been largely ignored by researchers and academicians previously due to which this area remained underdeveloped theoretically. The study reveals the importance of various factors in institutional buying context and knowledge of these factors will help institutional buyers in particular and others in general, in reducing risk and uncertainty, by overcoming the complexity involved in institutional buying patterns.
Keywords
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- Afzal, M., Farooq, M. S., Ahmad, H. K., Begum, I., & Quddus, M. A. (2010). Relationship Between School Education and Economic Growth in Pakistan: ARDL Bounds Testing Approach to Cointegration. Pakistan Economic and Social Review, 48(1), 39-60.
- Alba, J. W., and Hutchinson, J. W. (2000). Knowledge Calibration: What Consumers Know and What They Think They Know. Journal of Consumer Research, 27(2), 123-157. https://doi.org/10.1086/314317 DOI: https://doi.org/10.1086/314317
- Anderson, J. C., and James, A. N. (1990). A Model of Distributor Firm and Manufacturer Firm Working Partnerships. Journal of Marketing, 54, 42-58. https://doi.org/10.1177/002224299005400103 DOI: https://doi.org/10.1177/002224299005400103
- Anderson, R. D., Engledow, J. L., and Becker, H. (1980). Evaluating the Relationships Among Attitude Toward Business, Product Satisfaction, Experience, and Search Effort. Journal of Marketing Research, 16(3), 394-400. https://doi.org/10.1177/002224377901600312 DOI: https://doi.org/10.1177/002224377901600312
- Baker, T., Hunt, J. B., and Scribner, L. L. (2002). The Effect of Introducing A New Brand on consumer Perceptions of Current Brand Similarity: The Roles of Product Knowledge and Involvement. Journal of Marketing Theory and Practice, 10(4), 45-57. https://doi.org/10.1080/10696679.2002.11501925 DOI: https://doi.org/10.1080/10696679.2002.11501925
- Barclay, D. W. (1991). Interdepartmental Conflict in Organizational Buying: The Impact of the Organizational Context. Journal of Marketing Research, 28, 145-159. https://doi.org/10.1177/002224379102800203 DOI: https://doi.org/10.1177/002224379102800203
- Bendixen, M., Bukasa, K. A., and Abratt, R. (2004). Brand equity in the business-to-business market. Industrial Marketing Management, 33(5), 371–380. https://doi.org/10.1016/j.indmarman.2003.10.001 DOI: https://doi.org/10.1016/j.indmarman.2003.10.001
- Blomback, A. (2005). Supplier Brand Image: A Catalyst for Choice. Doctoral dissertation, Jonkoping International Business School.
- Brand, G. T. (1972). The Industrial Buying Decision. Institute of Marketing and Industrial Market Research Ltd. London.
- Brassington, F., and Pettitt, S. (2006). Principles of Marketing. (4th edition). Pearson education limited, 12-65.
- Cannon, J. P., and Jr. Perreault, W. D. (1999). Buyer-Seller Relationships in Business Markets. Journal of Marketing Research, 36, 439-460. https://doi.org/10.1177/002224379903600404 DOI: https://doi.org/10.1177/002224379903600404
- Castells, M. (1994). The university system: engine of development in the new world economy. In J. Salmi & A. M. Verspoor (Eds.), Revitalising higher education (pp. 14–40). Oxford: Pergamon.
- De Chernatony, Leslie and Malcom McDonald (1998), Creating Powerful Brands in Consumer, Service, and Industrial Markets, 2nd ed. Oxford, England: Butterworth Heinemann.
- Donthu and David I. Gilliland (1996), "Observations: The Infomercial Shopper," Journal of Advertising Research, 16 (2), 69-76.
- Donthu, Naveen and Adriana Garcia (1999), "Observations: The Internet Shopper," Journal of Advertising Research, 52-58.
- Erdem, Y. Z., and Ana, V. (2004). Performance of Store Brands: A Cross-Country Analysis of Consumer Store-Brand Preferences, Perceptions, and Risk. Journal of Marketing Research, XLI: 86-100. . https://doi.org/10.1 509/jmkr.41.1.86.25087 DOI: https://doi.org/10.1509/jmkr.41.1.86.25087
- Gordon, G. L., Cantone, R. J., and Benedetto, C. A. (1993). Brand Equity in the Business-to-Business Sector: An Exploratory Study. The Journal of Product & Brand Management, 2(3), 4-16. https://doi.org/10.11 08/10610429310046689 DOI: https://doi.org/10.1108/10610429310046689
- Grant, Mc. (1986). Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods. Journal of Consumer Research, 13, 71–84. https://doi.org/10. 1086/209048 DOI: https://doi.org/10.1086/209048
- Heide, J. B., and Allen, M. W. (1995). Vendor Consideration and Switching Behavior for Buyers in High-Technology Markets. Journal of Marketing, 59, 30-43. https://doi.org/10.1177/002224299505900303 DOI: https://doi.org/10.1177/002224299505900303
- Hunter, G. K., Michele, D. B., and Jr. Perreault, W. D. (2006). Interrelationships among Key Aspects of the Organizational Procurement Process. International Journal of Research in Marketing, 23, 155-170. https://doi.org/10.1016/j.ijresmar.2005.10.001 DOI: https://doi.org/10.1016/j.ijresmar.2005.10.001
- Hutton, J. G. (1997). A Study of Brand Equity in an Organizational-Buying Context. Journal of Product & Brand Management, 6(6), 428-439. https://doi.org/10.1108/10610429710190478 DOI: https://doi.org/10.1108/10610429710190478
- Johnston, W. J., and Lewin, J. E. (1994). A Review and Integration of Research on Organizational Buying Behavior. In Working Paper Series, Report No. 94-111. Cambridge, MA, Marketing Science Institute. https://doi.org/10.1177/002224298104500312 DOI: https://doi.org/10.1177/002224298104500312
- Johnston, W. J., and Thomas, V. B. (1981). The Buying Center: Structure and Interaction Patterns. Journal of Marketing, 45, 143-156. DOI: https://doi.org/10.1177/002224298104500312
- Kapferer, J. N., and Laurent, G. (1988). Consumer brand sensitivity: A key to measuring and managing brand equity (L. Leuthesser ed. pp. 12-15). Cambridge, MA: Marketing Science Institute.
- Kayani, M., Akbar, R., Faisal, S., Kayani, A., & Ghuman, A. (2017). Analysis of Socio-Economic Benefits of Education in Developing Countries: A Example of Pakistan. Bulletin of Education and Research, 39(3), 75-92.
- Kotler, P., and Armstrong, G. (2008). Principles of Marketing (12th edition). Pearson Education, 636.
- Laroche, M., Bergeron, J., and Goutaland, C. (2003). How Intangibility Affects Perceive Risk: the Moderating Role of Knowledge and Involvement. Journal of Services Marketing, 17(2), 122-140. https://doi.org/10.1108/08876040310467907 DOI: https://doi.org/10.1108/08876040310467907
- Laroche, M., McDougall, G. H. G., Bergeron, J., and Zhiyong, Y. (2004). Exploring how intangibility affects perceived risk. Journal of Service Research, 6(4), 373–389. https://doi.org/10.1177/1094670503262955 DOI: https://doi.org/10.1177/1094670503262955
- Levitt, T. (1967). Communications and Industrial Selling. Journal of Marketing, 31, 15-21. https://doi.org/10.1177/002224296703100204 DOI: https://doi.org/10.1177/002224296703100204
- Lin, L. Y., and Zhen, J. H. (2005). Extrinsic product performance signaling, product knowledge and customer satisfaction: an integrated analysis – an example of notebook consumer behavior in Taipei city. Fu Jen Management Review, 12(1), 65-91.
- Maia, C., & Qoraboyev, I., & Gimranova, D. (2021). Higher education contributing to local, national, and global development: new empirical and conceptual insights. Higher Education, 81, 109–127. https://doi.org/ 10.1007/s10734-020-00565-8 DOI: https://doi.org/10.1007/s10734-020-00565-8
- Massini, S., Arie, Y. L., and Henrich, R. G. (2005). Innovators and Imitators: Organizational Reference Groups and Adoption of Organizational Routines. Research Policy, 34, 1550-1569. https://doi.org/10.10 16/j.respol.2005.07.004 DOI: https://doi.org/10.1016/j.respol.2005.07.004
- McDougall, G. H. G., and Snetsinger, D. W. (1990). The intangibility of services: Measurement and competitive perspectives. Journal of Services Marketing, 4(4), 27–40. https://doi.org/10.1108/ EUM0000000002523 DOI: https://doi.org/10.1108/EUM0000000002523
- McQuiston, D. H. (1989). Novelty, Complexity, and Importance as Causal Determinants of Industrial Buyer Behavior. Journal of Marketing, 53, 66-79. https://doi.org/10.1177/002224298905300205 DOI: https://doi.org/10.1177/002224298905300205
- Memon, G. R. (2007). Education in Pakistan: The Key Issues, Problems and the New Challenges. Journal of Management and Social Sciences, 3(1), 47-55.
- Michell, P., King, J., and Reast, J. (2001). Brand Values Related to Industrial Products. Industrial Marketing Management, 30, 415-425. https://doi.org/10.1016/S0019-8501(99)00097-8 DOI: https://doi.org/10.1016/S0019-8501(99)00097-8
- Milligan, K., Moretti, E., & Oreopoulos. P. (2003). Does Education Improve Citizenship? Evidence From the U.S. and the U.K. National Bureau of Economic Research Working Paper No. 9584. https://doi.org/10 .3386/w9584 DOI: https://doi.org/10.3386/w9584
- Mudambi, Doyle, P., and Wong, V. (1997). An Exploration of Branding in Industrial Markets. Industrial Marketing Management, 26, 433-446. https://doi.org/10.1016/S0019-8501(96)00151-4 DOI: https://doi.org/10.1016/S0019-8501(96)00151-4
- Mudambi, S. M. (2002). Branding importance in business-to-business markets: Three buyer clusters. Industrial Marketing Management, 31(6), 525–533. https://doi.org/10.1016/S0019-8501(02)00184-0 DOI: https://doi.org/10.1016/S0019-8501(02)00184-0
- Murray, K. B., and Schlacter, J. L. (1990). The impact of services versus goods on consumer's assessment of perceived risk and variability. Journal of the Academy of Marketing Science, 18(1), 51–65. https://doi.org/10.1 007/BF02729762 DOI: https://doi.org/10.1007/BF02729762
- Newall, J. (1977). Industrial Buyer Behavior. European Journal of Marketing, 11(3), 166-211. https://doi.org/10.1108/EUM0000000005008 DOI: https://doi.org/10.1108/EUM0000000005008
- Olson, J. C., and Jacoby, J. (1972). Cue Utilization in the Quality Perception Process. Proceeding of the Third Annual Conference of the Association for Consumer Research, 167-179.
- Robinson, P. J., Faris, C. W., and Wind, Y. (1967). Industrial Buying and Creative Marketing. Boston, IL: Ally and Bacon, Inc.
- Schroder, H., Driver, M., and Streufert, S. (1966). Human Information Processing. New York: Holt, Rinehart and Winston.
- Sheth, J. (1973). A Model of Industrial Buyer Behaviour. Journal of Marketing, 37, 50-56. https://doi.org/10.1177/002224297303700408 DOI: https://doi.org/10.1177/002224297303700408
- Shipley, D., and Howard, P. (1993). Brand-Naming Industrial Products. Industrial Marketing Management, 22, 59-66. https://doi.org/10.1016/0019-8501(93)90021-X DOI: https://doi.org/10.1016/0019-8501(93)90021-X
- Valla, J. P. (1982). The Concept of Risk in Industrial Buying Behavior. Presented at Workshop on Organisational Buying Behaviour. European Institute for Advanced Studies in Management, Brussels, December 9-10.
- Wang, W. M. (2001). The study of virtual community and experience, internet proficiency, product knowledge and information search cost on consumer perceived risk: an example of PC game soft. Masters degree thesis, Graduate School of Business Administration, National Central University, Chungli.
- Webster, F. E., and Wind, Y. (1972). A general model of understanding organizational buying behavior. The journal of marketing, 36(2), 12-19. https://doi.org/10.1177/002224297203600204 DOI: https://doi.org/10.2307/1250972
- Webster, Jr., and Kevin, L. K. (2004). A Roadmap for Branding in Industrial Markets. Brand Management, 11(5), 388-402. https://doi.org/10.1057/palgrave.bm.2540184 DOI: https://doi.org/10.1057/palgrave.bm.2540184
- Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.1177/002224298805200302 DOI: https://doi.org/10.1177/002224298805200302
References
Afzal, M., Farooq, M. S., Ahmad, H. K., Begum, I., & Quddus, M. A. (2010). Relationship Between School Education and Economic Growth in Pakistan: ARDL Bounds Testing Approach to Cointegration. Pakistan Economic and Social Review, 48(1), 39-60.
Alba, J. W., and Hutchinson, J. W. (2000). Knowledge Calibration: What Consumers Know and What They Think They Know. Journal of Consumer Research, 27(2), 123-157. https://doi.org/10.1086/314317 DOI: https://doi.org/10.1086/314317
Anderson, J. C., and James, A. N. (1990). A Model of Distributor Firm and Manufacturer Firm Working Partnerships. Journal of Marketing, 54, 42-58. https://doi.org/10.1177/002224299005400103 DOI: https://doi.org/10.1177/002224299005400103
Anderson, R. D., Engledow, J. L., and Becker, H. (1980). Evaluating the Relationships Among Attitude Toward Business, Product Satisfaction, Experience, and Search Effort. Journal of Marketing Research, 16(3), 394-400. https://doi.org/10.1177/002224377901600312 DOI: https://doi.org/10.1177/002224377901600312
Baker, T., Hunt, J. B., and Scribner, L. L. (2002). The Effect of Introducing A New Brand on consumer Perceptions of Current Brand Similarity: The Roles of Product Knowledge and Involvement. Journal of Marketing Theory and Practice, 10(4), 45-57. https://doi.org/10.1080/10696679.2002.11501925 DOI: https://doi.org/10.1080/10696679.2002.11501925
Barclay, D. W. (1991). Interdepartmental Conflict in Organizational Buying: The Impact of the Organizational Context. Journal of Marketing Research, 28, 145-159. https://doi.org/10.1177/002224379102800203 DOI: https://doi.org/10.1177/002224379102800203
Bendixen, M., Bukasa, K. A., and Abratt, R. (2004). Brand equity in the business-to-business market. Industrial Marketing Management, 33(5), 371–380. https://doi.org/10.1016/j.indmarman.2003.10.001 DOI: https://doi.org/10.1016/j.indmarman.2003.10.001
Blomback, A. (2005). Supplier Brand Image: A Catalyst for Choice. Doctoral dissertation, Jonkoping International Business School.
Brand, G. T. (1972). The Industrial Buying Decision. Institute of Marketing and Industrial Market Research Ltd. London.
Brassington, F., and Pettitt, S. (2006). Principles of Marketing. (4th edition). Pearson education limited, 12-65.
Cannon, J. P., and Jr. Perreault, W. D. (1999). Buyer-Seller Relationships in Business Markets. Journal of Marketing Research, 36, 439-460. https://doi.org/10.1177/002224379903600404 DOI: https://doi.org/10.1177/002224379903600404
Castells, M. (1994). The university system: engine of development in the new world economy. In J. Salmi & A. M. Verspoor (Eds.), Revitalising higher education (pp. 14–40). Oxford: Pergamon.
De Chernatony, Leslie and Malcom McDonald (1998), Creating Powerful Brands in Consumer, Service, and Industrial Markets, 2nd ed. Oxford, England: Butterworth Heinemann.
Donthu and David I. Gilliland (1996), "Observations: The Infomercial Shopper," Journal of Advertising Research, 16 (2), 69-76.
Donthu, Naveen and Adriana Garcia (1999), "Observations: The Internet Shopper," Journal of Advertising Research, 52-58.
Erdem, Y. Z., and Ana, V. (2004). Performance of Store Brands: A Cross-Country Analysis of Consumer Store-Brand Preferences, Perceptions, and Risk. Journal of Marketing Research, XLI: 86-100. . https://doi.org/10.1 509/jmkr.41.1.86.25087 DOI: https://doi.org/10.1509/jmkr.41.1.86.25087
Gordon, G. L., Cantone, R. J., and Benedetto, C. A. (1993). Brand Equity in the Business-to-Business Sector: An Exploratory Study. The Journal of Product & Brand Management, 2(3), 4-16. https://doi.org/10.11 08/10610429310046689 DOI: https://doi.org/10.1108/10610429310046689
Grant, Mc. (1986). Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods. Journal of Consumer Research, 13, 71–84. https://doi.org/10. 1086/209048 DOI: https://doi.org/10.1086/209048
Heide, J. B., and Allen, M. W. (1995). Vendor Consideration and Switching Behavior for Buyers in High-Technology Markets. Journal of Marketing, 59, 30-43. https://doi.org/10.1177/002224299505900303 DOI: https://doi.org/10.1177/002224299505900303
Hunter, G. K., Michele, D. B., and Jr. Perreault, W. D. (2006). Interrelationships among Key Aspects of the Organizational Procurement Process. International Journal of Research in Marketing, 23, 155-170. https://doi.org/10.1016/j.ijresmar.2005.10.001 DOI: https://doi.org/10.1016/j.ijresmar.2005.10.001
Hutton, J. G. (1997). A Study of Brand Equity in an Organizational-Buying Context. Journal of Product & Brand Management, 6(6), 428-439. https://doi.org/10.1108/10610429710190478 DOI: https://doi.org/10.1108/10610429710190478
Johnston, W. J., and Lewin, J. E. (1994). A Review and Integration of Research on Organizational Buying Behavior. In Working Paper Series, Report No. 94-111. Cambridge, MA, Marketing Science Institute. https://doi.org/10.1177/002224298104500312 DOI: https://doi.org/10.1177/002224298104500312
Johnston, W. J., and Thomas, V. B. (1981). The Buying Center: Structure and Interaction Patterns. Journal of Marketing, 45, 143-156. DOI: https://doi.org/10.1177/002224298104500312
Kapferer, J. N., and Laurent, G. (1988). Consumer brand sensitivity: A key to measuring and managing brand equity (L. Leuthesser ed. pp. 12-15). Cambridge, MA: Marketing Science Institute.
Kayani, M., Akbar, R., Faisal, S., Kayani, A., & Ghuman, A. (2017). Analysis of Socio-Economic Benefits of Education in Developing Countries: A Example of Pakistan. Bulletin of Education and Research, 39(3), 75-92.
Kotler, P., and Armstrong, G. (2008). Principles of Marketing (12th edition). Pearson Education, 636.
Laroche, M., Bergeron, J., and Goutaland, C. (2003). How Intangibility Affects Perceive Risk: the Moderating Role of Knowledge and Involvement. Journal of Services Marketing, 17(2), 122-140. https://doi.org/10.1108/08876040310467907 DOI: https://doi.org/10.1108/08876040310467907
Laroche, M., McDougall, G. H. G., Bergeron, J., and Zhiyong, Y. (2004). Exploring how intangibility affects perceived risk. Journal of Service Research, 6(4), 373–389. https://doi.org/10.1177/1094670503262955 DOI: https://doi.org/10.1177/1094670503262955
Levitt, T. (1967). Communications and Industrial Selling. Journal of Marketing, 31, 15-21. https://doi.org/10.1177/002224296703100204 DOI: https://doi.org/10.1177/002224296703100204
Lin, L. Y., and Zhen, J. H. (2005). Extrinsic product performance signaling, product knowledge and customer satisfaction: an integrated analysis – an example of notebook consumer behavior in Taipei city. Fu Jen Management Review, 12(1), 65-91.
Maia, C., & Qoraboyev, I., & Gimranova, D. (2021). Higher education contributing to local, national, and global development: new empirical and conceptual insights. Higher Education, 81, 109–127. https://doi.org/ 10.1007/s10734-020-00565-8 DOI: https://doi.org/10.1007/s10734-020-00565-8
Massini, S., Arie, Y. L., and Henrich, R. G. (2005). Innovators and Imitators: Organizational Reference Groups and Adoption of Organizational Routines. Research Policy, 34, 1550-1569. https://doi.org/10.10 16/j.respol.2005.07.004 DOI: https://doi.org/10.1016/j.respol.2005.07.004
McDougall, G. H. G., and Snetsinger, D. W. (1990). The intangibility of services: Measurement and competitive perspectives. Journal of Services Marketing, 4(4), 27–40. https://doi.org/10.1108/ EUM0000000002523 DOI: https://doi.org/10.1108/EUM0000000002523
McQuiston, D. H. (1989). Novelty, Complexity, and Importance as Causal Determinants of Industrial Buyer Behavior. Journal of Marketing, 53, 66-79. https://doi.org/10.1177/002224298905300205 DOI: https://doi.org/10.1177/002224298905300205
Memon, G. R. (2007). Education in Pakistan: The Key Issues, Problems and the New Challenges. Journal of Management and Social Sciences, 3(1), 47-55.
Michell, P., King, J., and Reast, J. (2001). Brand Values Related to Industrial Products. Industrial Marketing Management, 30, 415-425. https://doi.org/10.1016/S0019-8501(99)00097-8 DOI: https://doi.org/10.1016/S0019-8501(99)00097-8
Milligan, K., Moretti, E., & Oreopoulos. P. (2003). Does Education Improve Citizenship? Evidence From the U.S. and the U.K. National Bureau of Economic Research Working Paper No. 9584. https://doi.org/10 .3386/w9584 DOI: https://doi.org/10.3386/w9584
Mudambi, Doyle, P., and Wong, V. (1997). An Exploration of Branding in Industrial Markets. Industrial Marketing Management, 26, 433-446. https://doi.org/10.1016/S0019-8501(96)00151-4 DOI: https://doi.org/10.1016/S0019-8501(96)00151-4
Mudambi, S. M. (2002). Branding importance in business-to-business markets: Three buyer clusters. Industrial Marketing Management, 31(6), 525–533. https://doi.org/10.1016/S0019-8501(02)00184-0 DOI: https://doi.org/10.1016/S0019-8501(02)00184-0
Murray, K. B., and Schlacter, J. L. (1990). The impact of services versus goods on consumer's assessment of perceived risk and variability. Journal of the Academy of Marketing Science, 18(1), 51–65. https://doi.org/10.1 007/BF02729762 DOI: https://doi.org/10.1007/BF02729762
Newall, J. (1977). Industrial Buyer Behavior. European Journal of Marketing, 11(3), 166-211. https://doi.org/10.1108/EUM0000000005008 DOI: https://doi.org/10.1108/EUM0000000005008
Olson, J. C., and Jacoby, J. (1972). Cue Utilization in the Quality Perception Process. Proceeding of the Third Annual Conference of the Association for Consumer Research, 167-179.
Robinson, P. J., Faris, C. W., and Wind, Y. (1967). Industrial Buying and Creative Marketing. Boston, IL: Ally and Bacon, Inc.
Schroder, H., Driver, M., and Streufert, S. (1966). Human Information Processing. New York: Holt, Rinehart and Winston.
Sheth, J. (1973). A Model of Industrial Buyer Behaviour. Journal of Marketing, 37, 50-56. https://doi.org/10.1177/002224297303700408 DOI: https://doi.org/10.1177/002224297303700408
Shipley, D., and Howard, P. (1993). Brand-Naming Industrial Products. Industrial Marketing Management, 22, 59-66. https://doi.org/10.1016/0019-8501(93)90021-X DOI: https://doi.org/10.1016/0019-8501(93)90021-X
Valla, J. P. (1982). The Concept of Risk in Industrial Buying Behavior. Presented at Workshop on Organisational Buying Behaviour. European Institute for Advanced Studies in Management, Brussels, December 9-10.
Wang, W. M. (2001). The study of virtual community and experience, internet proficiency, product knowledge and information search cost on consumer perceived risk: an example of PC game soft. Masters degree thesis, Graduate School of Business Administration, National Central University, Chungli.
Webster, F. E., and Wind, Y. (1972). A general model of understanding organizational buying behavior. The journal of marketing, 36(2), 12-19. https://doi.org/10.1177/002224297203600204 DOI: https://doi.org/10.2307/1250972
Webster, Jr., and Kevin, L. K. (2004). A Roadmap for Branding in Industrial Markets. Brand Management, 11(5), 388-402. https://doi.org/10.1057/palgrave.bm.2540184 DOI: https://doi.org/10.1057/palgrave.bm.2540184
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.1177/002224298805200302 DOI: https://doi.org/10.1177/002224298805200302