Leveraging consumer behavior research to forge new insights into B2B buyer behavior: Contextualizing extant research and developing a research agenda

2022/05/26 by Mayoor Mohan, Riza Casidy, Park Thaichon +2
Business, Management and Accounting · Social Sciences · #Consumer Behavior in Brand Consumption and Identification #Customer Service Quality and Loyalty #Digital Marketing and Social Media

paper · doi:10.1016/j.indmarman.2022.05.010

Citations

• The B2B Agenda: The current state of B2B marketing and a look ahead
• It's all B2B…and beyond: Toward a systems perspective of the market
• The asymmetric relationship between attribute-level performance and overall customer satisfaction: a reconsideration of the importance–performance analysis
• Individual differences in two emotion regulation processes: Implications for affect, relationships, and well-being.
• Use of celebrity and non-celebrity persons in B2B advertisements: Effects on attention, recall, and hedonic and utilitarian attitudes