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1 – 10 of over 22000Elyria Kemp, Elten Briggs and Nwamaka A. Anaza
Researchers and practitioners have traditionally maintained that organizational buying requires rational decision-making. However, individuals at organizations make decisions…
Abstract
Purpose
Researchers and practitioners have traditionally maintained that organizational buying requires rational decision-making. However, individuals at organizations make decisions daily applying a confluence of rationalizations and emotions. This study aims to address the roles of personal feelings, facts and emotional advertising content in the organizational decision-making process.
Design/methodology/approach
In two studies, the authors apply both qualitative and quantitative methods to explore emotional and cognitive reactions to advertising. In Study 1, depth interviews were conducted with marketing and advertising content developers from a Fortune 100 technology company. In Study 2, a web-based survey was sent out to a Fortune 100 company’s buyer panel.
Findings
Results suggest that advertising using emotion-based themes helps to foster brand engagement tendencies and advocacy for a brand. Findings also demonstrate that organizational status (C-level executive’s vs non-C-level employees) moderates the relationship between buyers’ reliance on facts and their receptivity to advertising using emotion-based themes, such that reliance on facts increases the appeal of emotional advertising.
Research limitations/implications
This research contributes to the organizational buying literature by addressing the dearth of research on the role of emotions in organizational decision-making and providing insight into the role of advertising in business-to-business (B2B) decision-making.
Practical implications
These results imply that advertising incorporating emotion-based themes provide meaningful information to B2B buyers and is especially effective when targeted at buyers at higher levels in an organization.
Originality/value
B2B buying behavior has traditionally been considered a rational undertaking. This research explores how decision-making orientation and the presence of advertising using emotion-based themes help to foster engagement and advocacy for the brand.
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Yingtong Zhong and Sovan Mitra
The Chinese fashion market is becoming increasingly important in terms of consumption volume and value. A critical aspect of the Chinese fashion market is the role of the fashion…
Abstract
Purpose
The Chinese fashion market is becoming increasingly important in terms of consumption volume and value. A critical aspect of the Chinese fashion market is the role of the fashion retail buyer; however, there exists little literature on their role and their decision-making process. This paper, therefore, explores the role of Chinese fashion retail buyers, their decision-making process as well as the key factors that influence the retail buyer's decision-making process.
Design/methodology/approach
Informed by the inductive approach within Sheth's (1981) framework, in-depth interviews with a number of retail buyers in nine leading fashion companies in China were carried out to explore fashion retail buyers' decision-making processes.
Findings
The results show that management mentality, type of merchandise and type of decision context were the most influencing factors regarding merchandise requirements (MRs). Fashion retail buyers in China are substantially restricted by the management style of the firm, which also influences the product mix choice. To evaluate merchandise, fashion buyers take into account consumer demand, company position, geographical differences and fashion trends. In regards to supplier selection, production stability coupled with quality and cost factors become paramount. The study also demonstrates that country of origin (COO) is a less significant factor in the fashion buyer's decision-making process.
Originality/value
This is the first study that explores the fashion retail buyer's decision-making processes in the Chinese market. The results show Chinese fashion buyers' decision-making processes differ significantly from other markets. This paper offers guidelines for an efficient and effective fashion retail buying process in China. The findings offer important avenues for further research and provide insights for fashion professionals in the Chinese and other emerging markets contexts.
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Elyria A. Kemp, Aberdeen Leila Borders, Nwamaka A. Anaza and Wesley J. Johnston
Organizational buying behavior has often been treated as a rational activity, even though humans are involved in the decision-making. Human decision-making often includes a…
Abstract
Purpose
Organizational buying behavior has often been treated as a rational activity, even though humans are involved in the decision-making. Human decision-making often includes a complex cadre of emotions and rationalizations. Subsequently, organizational buyers may not only be driven by logic, testing and facts, but also by emotions. The purpose of this paper is to investigate the role that emotions play in organizational buying behavior.
Design/methodology/approach
In-depth interviews were conducted with marketing decision-makers for one of the most valuable brands in the world. The role that emotions play in the behavior of organizational buyers is elucidated from the perspective of these marketing professionals.
Findings
Emotions are prevalent at all stages in the organizational decision-making process and various discrete emotions fuel action tendencies among buyers. Efforts are made by marketers to strategically manage the emotions buyers experience.
Practical implications
Although organizational buyers must see the functional value of a product or brand, companies need to consider ways in which brands can connect with buyers on an emotional and personal level.
Originality/value
This paper contributes to the literature by offering insights into which discrete or specific emotions are most prominent in organizational buying behavior and how the manifestation of these emotions impact decision-making at each stage in the buying cycle.
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Rui da Silva, Gary Davies and Pete Naudé
Assesses the influence that certain retail buyer characteristics have on how the buyers approach their buying task. By examining five different buyer characteristics and the…
Abstract
Assesses the influence that certain retail buyer characteristics have on how the buyers approach their buying task. By examining five different buyer characteristics and the relative importance that individual buyers place on six different product attributes, draws some pertinent conclusions as to how the buying task is approached. A total of 100 interviews were conducted with UK retail buyers of textiles and clothing in 35 companies, covering 62 separate divisions. The context for each interview was that of a new buy where the options were to source locally or from an international source. A PC‐based package (judgmental analysis system, or JAS) was used to assess the importance of six buying criteria derived from the literature and perceived to be relevant in organisational buying. The results confirm what have been largely theoretical ideas of linkages between buyer characteristics and the importance that they place on different criteria during the decision‐making process. Clear correlations exist, and these can be explained and supported by the qualitative data gathered during the study.
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Sustainability Declarations were introduced by the Queensland State Government on 1 January 2010 as a mandatory disclosure measure for all dwelling sales in the State. The purpose…
Abstract
Purpose
Sustainability Declarations were introduced by the Queensland State Government on 1 January 2010 as a mandatory disclosure measure for all dwelling sales in the State. The purpose of this paper is to assess the impact this policy decision has had in the homebuyer decision‐making process in the first year since its introduction and to consider the effectiveness of the legislation in meeting its policy objectives.
Design/methodology/approach
This quantitative research comprised a two‐part process: the first stage surveyed the level of compliance by the real estate industry with the legislative requirements. Stage two comprised an online survey of Real Estate Institute of Queensland members to determine what impact the Sustainability Declaration has had on home buyer decision making and how effective the legislative mechanisms have been in achieving the policy objectives.
Findings
This paper assesses the initial impact of this initiative over its first year in operation. These preliminary findings indicate a high level of compliance from the real estate industry, however results confirm that sustainability is yet to become a criterion of relevance to the majority of homebuyers in Queensland.
Practical implications
These quantitative findings support anecdotal evidence that the objectives of the legislation to increase homebuyer awareness and relevance of sustainability issues in the home are not being achieved.
Social implications
Sustainability Declarations are a first step in raising homebuyer awareness of the importance of sustainability in housing. Further monitoring of this impact will be carried out over time.
Originality/value
This is the first research undertaken to assess the impact of this new mandatory disclosure legislation in Queensland, Australia. The findings will inform policy makers and assist them to assess the effectiveness of the current legislation in achieving its policy objectives.
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John Nadeau, Leslie Wardley and Alexander Dorohoi
The purpose of this paper is to explore the understudied topic of sustainability as a factor in the Canadian residential real estate purchase decision using the unique lens of…
Abstract
Purpose
The purpose of this paper is to explore the understudied topic of sustainability as a factor in the Canadian residential real estate purchase decision using the unique lens of justice motivation theory.
Design/methodology/approach
Using a qualitative approach, the study draws on transcripts from 14 interviews with realtors and residential buyers in three different Ontario cities. This paper adopts an exploratory perspective to investigate justice-based motivations related to sustainability in the real estate decision process.
Findings
The research finds that the three requirements of justice motivation are satisfied in the context of a broad understanding of sustainability that includes social, economic and environmental dimensions. The residential real estate decision offers opportunities for sellers to appeal to those motivated by justice.
Practical implications
Policymakers should consider ways of easing these barriers for those consumers who a financially unable to satisfy their justice motivation when purchasing a home as well as bolstering regulatory enforcement. Sellers should clearly articulate functional explanations of features as well as benefits to enhance the cognitive processing of the sustainable home as a choice alternative.
Originality/value
This paper makes a unique contribution by arguing that the social psychology theory of justice motivation helps explain the role of sustainability in the residential real estate purchase decision-making process.
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Retailers act as assemblers of merchandise, selecting goods from among a wide range of available products in order to enhance customer value and loyalty. The purpose of this paper…
Abstract
Purpose
Retailers act as assemblers of merchandise, selecting goods from among a wide range of available products in order to enhance customer value and loyalty. The purpose of this paper is to investigate the Chinese retail buying system, focusing on the buying committee, which is defined as a group of individuals from different positions that have the authority to make final judgments and decisions regarding such matters as adding or eliminating new products.
Design/methodology/approach
This study uses a survey administered to retail buyers.
Findings
Results of independent t‐tests support the hypothesis that the influence of guanxi will be greater in the retail firms without a buying committee. State‐owned enterprises are more likely to use a buying committee than non‐state‐owned enterprises.
Research limitations/implications
Although the sample represents buyers from many regions in China it is not a random sample; this limits the generalizing of results.
Practical implications
Suppliers wishing to sell to Chinese retailers need to know how selling to a retailer using a buying committee will affect their access to buyers.
Originality/value
This is the only paper describing research that focuses on the internal structure of a buying committee within a Chinese retail store. Data of this nature are extremely difficult to obtain.
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Mariana Gomes, Teresa Fernandes and Amélia Brandão
Brands have traditionally been regarded as a key asset and a source of competitive advantage in purchasing decisions, as customers are expected to prefer stronger brands to…
Abstract
Purpose
Brands have traditionally been regarded as a key asset and a source of competitive advantage in purchasing decisions, as customers are expected to prefer stronger brands to minimize risks. However, the role of brands in business markets is unclear and underresearched. The purpose of this study is to analyze the relevance of brands in a business-to-business (B2B) purchase setting and their key determinants.
Design Methodology/approach
A research model was developed to explain brand relevance when compared with other decision factors in a B2B context. Based on the frameworks developed by Zablah et al. (2010) and Mudambi (2002), the model considers the purchase situation, decision-maker characteristics and firm size as determinants of brand relevance in the decision-making process. One of the most prominent Portuguese construction groups, which comprised three companies, was chosen for the sample of this study. Data were collected through a self-administered, online, cross-sectional survey, resulting in a convenience sample of 87 decision-makers.
Findings
Findings suggest that attributes related with brands matter even in B2B rational decision-making processes. However, brands are not important to all organizational buyers or in all situations. Different purchase situations and decision-maker characteristics proved to have an impact on brand relevance, namely, brand reputation, prior purchases and brand awareness. Only firm size was not confirmed as a determinant of brand relevance in the B2B purchasing process.
Originality/value
B2B brand research is scarce, especially for industrial services. By investigating the determinants of brand relevance in a B2B purchasing context, namely, in a construction services setting, this study contributes to bridging this literature gap. Moreover, the few studies on the subject have been largely descriptive in nature and managerially oriented, while this investigation emphasizes hypothesis testing through a proposed research framework. Also, in managerial terms, identifying determinants of the importance given to brands by organizational buyers is critical in deciding when investment in brand development is more likely to payoff.
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Sonia Manjeshwar, Brenda Sternquist and Linda K. Good
Buying decisions are often viewed as random and therefore not generalizable. Additionally, retail buying is typically conducted by individuals and is impacted by cultural…
Abstract
Purpose
Buying decisions are often viewed as random and therefore not generalizable. Additionally, retail buying is typically conducted by individuals and is impacted by cultural considerations. The aim of this paper is to identify critical incidents from China and India, and use theoretical concepts from buyer‐supplier literature to explain the outcome success or failure.
Design/methodology/approach
The paper uses the critical incident technique to capture retail buying decisions that resulted in either successful or unsuccessful outcomes. The authors analyze and match each critical incident with theoretical evidence to explain the result.
Findings
A total of ten critical incidents were described by ten senior retail‐buying executives in China and India. Critical incidents were classified under four retailing categories: assortment planning, product promotion, sourcing issues, and supply chain issues, and analyzed under four theoretical themes: opportunism, trust, long‐term orientation and power‐dependence.
Practical implications
Organized retailing is a new phenomenon in China and India. This study bears implications for the training of future retail buyers in both emerging economies, and emphasizes the integration of scientific, modern methods of decision‐making with the cultural values of the local country.
Originality/value
This study is unique because it relies on the voice of the retail buyer to explain real‐world decision making with theoretical evidence from buyer‐supplier literature. Methodologically, this paper is unique as it reports on the first study using critical incident interview techniques to study professional retail‐buying practices.
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Nwamaka A. Anaza, Brian N. Rutherford, Gavin Jiayun Wu and Ashok Bhattarai
Drawing on the organizational buying decision-making framework, the purpose of this study is to investigate how sales orientation (SOCO) affects buyers’ conflict…
Abstract
Purpose
Drawing on the organizational buying decision-making framework, the purpose of this study is to investigate how sales orientation (SOCO) affects buyers’ conflict, salesperson-owned loyalty and buyers’ propensity to end a supply relationship when selling firms use a single versus multiple salesforce go-to-market strategy.
Design/methodology/approach
Survey data was analyzed with a sample of organizational buyers. Confirmatory factor analysis and structural equation modeling were used to analyze the data.
Findings
Findings reveal that a selling firm’s go-to-market salesforce strategy moderates certain relational aspects of the buyer–salesperson relationship, consequently influencing a buyer’s decision to end a supply relationship.
Research limitations/implications
Empirically, these findings indicate that the effects of selling orientation on conflict, salesperson-owned loyalty and exit intentions are not only based on the salesperson’s efforts but are conditional on the selling firm’s go-to-market strategy, particularly with the implementation of multiple salespeople selling to a particular industrial buyer.
Practical implications
These results suggest that a salesforce go-to-market strategy conveys serious consequences on buying decisions. Given that a go-to-market strategy involving multiple salespeople impacts the buyer’s relationship with the selling firm to a greater degree, managerial oversight must remain present when selling firms decide to pursue such a go-to-market strategy.
Originality/value
The empirical investigation of a salesforce go-to-market strategy is an original pursuit. Specifically, this study shows that while it is critical that buying and selling firms monitor buyer–salesperson relationships as the basis for supply partnerships, these exchanges are largely contingent on the selling firm’s go-to-market strategy.
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