When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity

International Journal of Research in Marketing

Volumn 28, Issue 3, 2011, Pages 194-204

  Brown, Brian P ^a   Zablah, Alex R ^b   Bellenger, Danny N ^c   Johnston, Wesley J ^c  

^a VIRGINIA COMMONWEALTH UNIVERSITY   (United States)

^b OKLAHOMA STATE UNIVERSITY   (United States)

^c GEORGIA STATE UNIVERSITY   (United States)

Author keywords

Branding; Business to business marketing; Information processing; Organization behavior; Regression; Structural equations modeling; Survey research

Indexed keywords

EID: 80052584681     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2011.03.004     Document Type: Article

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