Work

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

Year: 2011

Type: article

Study design: Observational Study

Source: International Journal of Research in Marketing

DOI: 10.1016/j.ijresmar.2011.03.004

Authors: Brian P. Brown, Alex R. Zablah, Danny N. Bellenger, Wesley J. Johnston

Institutions: Virginia Commonwealth University, Oklahoma State University, Georgia State University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2028159356

FWCI: 13.91

Cites: 70

Cited by: 143

Related to: 10