Suppliers' corporate ability and consumer evaluations of a manufacturer

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This study explores consumer perceptions of supply chain partners. In particular, we analyse whether a supplier's corporate ability affects consumer evaluations of a manufacturer. We also examine the moderating effect of a supplier's market position, either the top-dog (strong) or underdog (weak) position. Using a vignette-based experiment, we find that a supplier's high corporate ability does not affect how consumers evaluate the manufacturer. However, a supplier's low corporate ability leads consumers to devalue the manufacturer. We also find that the effect of a supplier's corporate ability is moderated by the supplier's market position: the link between a supplier's low corporate ability and consumers' negative evaluations of a manufacturer becomes stronger when the supplier is perceived as in a top-dog position.
Publisher
Inderscience Enterprises Ltd.
Issue Date
2017-03
Language
English
Article Type
Article
Citation

International Journal of Services and Operations Management, v.27, no.1, pp.19 - 34

ISSN
1744-2370
DOI
10.1504/IJSOM.2017.083333
URI
http://hdl.handle.net/10203/228658
Appears in Collection
MT-Journal Papers(저널논문)
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