The Impact of Marketing and Brand Value on the Long-Term Purchasing Behavior Regarding Industrial Goods.

  • Yang, Hoe-Chang (Department of Distribution Management, JangAn University) ;
  • Moon, Yoo-Ho (Department of Business Management, Graduate School, AnYang University) ;
  • Khan, Tasnuva (Department of Business Management, Graduate School, AnYang University)
  • Received : 2013.01.07
  • Accepted : 2013.05.15
  • Published : 2013.05.30

Abstract

Purpose - This study aims to determine the effects of marketing factors on the long-term purchasing behavior regarding industrial goods, using data from wholesalers and retailers. Research design, data, and methodology - We used multiple regression analysis and 3-step regressions to investigate causality. We used 177 questionnaires targeting wholesalers and retailers of industrial goods. Results - First, long-term purchasing behavior is positively related only with advertising and marketing factors. Second, the relationship between marketing factors and brand value show that the physical environment, word-of-mouth advertising, and publicity are positively related, except advertising and sales promotion, respectively. Third, brand value and long-term purchasing behavior are positively related. Finally, brand value is not a mediator between marketing factors and long-term purchasing behavior. Conclusion - This study suggests that industrial goods providers should use marketing strategies that are different from those used in the consumer market. Further, if they want to maintain long-term relationships, they should increase their brand value.

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