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The ineffectiveness of corporate brand investments in creating price premiums

Biong, Harald; Silkoset, Ragnhild
Journal article, Peer reviewed
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Åpne
LOCKED until 2015-11-01 due to copyright restrictions (174.5Kb)
Permanent lenke
http://hdl.handle.net/11250/196433
Utgivelsesdato
2014
Metadata
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Samlinger
  • Scientific articles [1667]
Originalversjon
Journal of Marketing Theory and Practice, 22(2014)2: 169-184   10.2753/MTP1069-6679220211
Sammendrag
B2B branding research indicates that corporate brand equity investments will increase suppliers’ price premiums. In contrast, economics of information studies suggest suppliers’ price premiums to decrease with their brand investments. This study, building on economics of information, tests these contrasting perspectives empirically in a B2B-services context. The results show that suppliers’ corporate brand investments are ineffective in creating price premiums because brand investments and price premiums provide substituting information of unobservable quality. Furthermore, suppliers’ price premiums decrease with buyers’ willingness to punish sellers’ quality deception. In contrast, the suppliers’ price premiums increase with their provision of warranties and with their customers’ quality sensitiveness.
Beskrivelse
This is the authors’ final, accepted and refereed manuscript to the article. Publisher's homepage: http://www.mesharpe.com Availability of author's version is delayed until 18 months after first online publication. Unavailable until 2015-11-01. Publisher's policy
Utgiver
M. E. Sharpe, Inc
Tidsskrift
Journal of Marketing Theory and Practice

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