Which types of multi-stage marketing increase direct customers' willingness-to-pay? Evidence from a scenario-based experiment in a B2B setting |
| |
| Institution: | 1. Freie Universität Berlin, Marketing Department, Arnimallee 11, 14195 Berlin, Germany;2. European University Viadrina, Postfach 1786, 15207 Frankfurt (Oder), Germany;3. Henkel AG & Co. KGaA, Henkelstraße 67, 40589 Düsseldorf, Germany;1. Department of Marketing, CERS — Centre for Relationship Marketing and Service Management, Hanken School of Economics, PO Box 479, FIN-00101 Helsinki, Finland;2. Department of Marketing, Stockholm Business School, Stockholm University, Roslagsvägen 101, Building 7, SE-106 91 Stockholm, Sweden;1. Chang''an University, School of Economics and Management, Nan Erhuan Road, PO Box 710064, Xi''an, People''s Republic of China;2. Xi''an Jiaotong University, School of Management, Xianning West Road, PO Box 710049, Xi''an, People''s Republic of China;3. Hong Kong Polytechnic University, Department of Management and Marketing, Faculty of Business, Hum Hong, Kowloon, Hong Kong;4. City University of Hong Kong, Department of Marketing, Tat Chee Avenue, Kowloon, Hong Kong;5. Wuhan University, School of Economics and Management, Ba Yi Road, PO Box 430072, Wuhan, People''s Republic of China;1. University of Southern Denmark, Department of Entrepreneurship and Relationship Management, Universitetsparken 1, 6000 Kolding, Denmark;2. ESC Rennes School of Business, 2 Rue Robert d''Arbrissel, 35065 Rennes Cedex, France;1. University of Valencia, Dpt. of Management ‘Juan José Renau Piqueras’, Faculty of Economics, Av. Naranjos, s/n., Valencia 46022, Spain;2. University of Sussex, Dpt. of Business and Management, Sussex House, Falmer Brighton, BN1 9RH, United Kingdom |
| |
| Abstract: | The present study investigates empirically which types of multi-stage marketing by a business-to-business supplier affect its direct customers' willingness-to-pay. We conceptually develop comprehensive and selective multi-stage marketing as well as multi-stage awareness as distinct types of this concept. Their properties lead to differentiated hypotheses concerning their effects on direct customers' relationship value perceptions and perceived price importance which in turn influence willingness-to-pay. The paper also demonstrates how the direct customers' power position toward their own customers affects the effectiveness of a supplier's multi-stage marketing endeavors. We conduct a scenario-based, experimental study among 103 knowledgeable purchasing managers in customer companies to the adhesives industry, measuring willingness-to-pay, perceived relationship value, and price importance with a limit conjoint analysis. Multi-level modeling is used to test our hypotheses. The results show that comprehensive multi-stage marketing significantly increases purchasing agents' willingness-to-pay, mostly through their relationship value perception, and especially when the customer company is in a less powerful position toward its own customers. For managers, our study highlights the benefits of comprehensive multi-stage marketing over the other multi-stage marketing types. |
| |
| Keywords: | |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
