The relative influence of functional versus imagery beliefs on brand sensitivity in B2B professional services
Abstract
Existing studies offer limited explanations regarding the determinants of business-to-business (B2B) brand sensitivity: the degree to which brand stimuli are actively considered during buyer deliberations. This research addresses this gap by comparing the relative influence of organizational buyers' functional versus imagery beliefs on brand outcomes in B2B professional service settings. Specifically, it compares the influence of buyers'...
Paper Details
Title
The relative influence of functional versus imagery beliefs on brand sensitivity in B2B professional services
Published Date
Jul 1, 2018
Volume
72
Pages
26 - 36
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