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AuthorAljafari, A.M.
AuthorAljafari, Abdullah M.
AuthorBrown, Tom J.
Available date2023-04-09T11:03:56Z
Publication Date2020-04-08
Publication NameJournal of Business and Industrial Marketing
Identifierhttp://dx.doi.org/10.1108/JBIM-10-2018-0317
CitationAljafari, A. M., & Brown, T. J. (2020). Supplier-initiated ingredient/component branding. Journal of Business & Industrial Marketing, 35(6), 1023-1035.
ISSN0885-8624
URIhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85083046936&origin=inward
URIhttp://hdl.handle.net/10576/41776
AbstractPurpose: This paper aims to understand the process of initiating ingredient/component (IC) branding from the supplier's perspective. It proposes modeling entrepreneurial orientation (EO) as an antecedent factor and differentiation abilities (functional and reputational) as mediators. Investigating IC branding from the supplier's perspective is critical given the cost and risk associated with implementing such a strategy. Design/methodology/approach: A total of 5,254 manufacturing companies were screened to identify IC supplier firms that meet certain criteria. Survey data were collected from 77 top managers (Chief Executive Officers or Chief Marketing Officers) of IC supplier firms. The paper uses partial least squares structural equation modeling (PLS-SEM) and SPSS in analyzing data. Findings: The results indicate that IC branding is a complex strategy – one involving a number of steps that need to be taken in a specific order. More specifically, results indicate that IC branding starts with EO exerting a positive influence on IC functional differentiation ability (FDA). FDA facilitates reputational differentiation ability (RDA), which in turn encourages the supplier to initiate IC branding. Originality/value: This paper addresses an important gap by studying the process through, which suppliers initiate IC branding.
Languageen
PublisherEmerald
SubjectComponent branding
Entrepreneurial orientation
Functional differentiation ability
Ingredient branding
Reputational differentiation ability
TitleSupplier-initiated ingredient/component branding
TypeArticle
Pagination1023-1035
Issue Number6
Volume Number35
ESSN0885-8624
dc.accessType Open Access


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