Junyean Moon

Positioning options for achieving brand association: a psychological categorization framework

Abstract The strategic importance of the product positioning decision in achieving success in the marketplace is well recognized. However, there has been relatively limited development of the theoretical foundation for the positioning options that are available to firms. This article proposes a conceptual approach that can assist marketing managers in making a major positioning decision: What type of comparisons should be emphasized to achieve brand association? The framework is derived from the psychological literature on categorization. Five sets of propositions linking product positioning options with the processing of brand level information by consumers are developed. The managerial implications of the propositions for formulating an associative positioning strategy for a brand are presented.

Buying decision approaches of organizational buyers and users

Abstract This study extends the research on prototypical buying decision approaches. Specifically, it compares buying activities, the accompanying prototypical buying decision approaches, and the impact of situational variables on the use of a buying decision approach by organizational buyers and users. Data collected from a survey of purchasing managers and doctors at 150 general hospitals in Korea show both commonalities and differences among buyers and users. The results also provide some empirical support for Robinson et al.s [Robinson PJ, Faris CW, Wind Y. Industrial buying and creative marketing. Boston: Allyn and Bacon, 1967] buyclass framework.

Perceptions of justice and employee willingness to engage in customer‐oriented behavior

This study examines the relationships among distributive justice, procedural justice, and employee willingness to engage in customer‐oriented behavior. Data collected from 328 employees at eight general hospitals in Korea show that distributive justice does and procedural justice does not directly affect employee willingness to engage in customer‐oriented behavior. Procedural justice does, however, positively affect perceptions of distributive justice.

Suppliers' capability factors affecting manufacturer commitment, opportunism, and supplier performance

This study extends the research on the capabilities–dependence–outcomes model in manufacturer–supplier relationships. Specifically, it examines the role of benefit-based and cost-based dependence in connecting relationships between supplier capabilities and manufacturer commitment. It also examines the impact of manufacturer commitment on supplier sales performance and manufacturer opportunism. Data from a survey of 131 suppliers of three leading Korean manufacturers are used to test the model of this research. A key finding is that suppliers should strive to generate benefit-based manufacturer dependence. Our results also indicate that supplier commitment in transaction-specific investments begets manufacturer commitment.

Determinants of Supplier Willingness to Invest in Supporting a Manufacturer's Line

Abstract This study examines the significance of suppliers expectation of continuity of its relationship with a manufacturer, perception of manufacturers reputation, trust in manufacturers credibility, trust in manufacturers benevolence, and dependence on manufacturer as determinants of its willingness to invest in supporting a manufacturers line. Data collected from Malaysian and Korean auto suppliers indicate that expectation of continuity of relationship, manufacturer reputation, and trust in manufacturers credibility are significant determinants of supplier willingness to invest, while supplier dependence and trust in manufacturers benevolence are not.