Richard E. Plank

Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale

This research reports an independent assessment of a recently developed set of consumer-based brand equity measures. Yoo and Donthu (1997) developed a multidimensional, consumer-based brand equity scale comprised of four theoretically defined constructs and a separate multiple-item overall brand equity measure. The present research employed slightly modified items in a different context in an attempt to examine the robustness of the proposed scale. Subjects (n=272) responded to the brand equity scale for different brands and combinations of brands in a co-branding context. The results suggest that, while the Yoo and Donthu scale represents an adequate first step, further scale development is needed. Nevertheless, this scale development has brought us closer to a universally accepted measure of consumer-based brand equity.

A critical review of industrial market segmentation

Abstract This article reviews approximately 30 articles over the past 20 years that have addressed the topic of industrial market segmentation. The pursuit of a normative model to guide practitioners in segmenting industrial markets has made some progress with three identifiable models. There are a host of problems with the work done in the area both conceptual and methodological.

Measuring buyers’ perceptions of conflict in business‐to‐business sales interactions

The study reported perceived sales interaction conflict (PSIC) as a construct in need of evaluation. As a first step toward validation of a PSIC measure, the study draws perceptual data from a sample of professional industrial buyers. The researchers provide evidence as to the dimensionality of PSIC and its relationship to other variables characteristic of the buyer‐seller relationship.

How ethical are purchasing management professionals

The primary purpose of this study was to assess the ethics of purchasing management professionals. A multidimensional scale of ethics was used to measure their predispositions to act morally. The ethics measure from this scale was correlated to a series of ethical vignettes specific to the purchasing function to further assess the value of the scale. In addition, the consistency of values as rationale for decision making was also examined. The findings of the study indicate that purchasing professionals appear to be more ethical than indicated in previous studies as measured by both the multidimensional scale of ethics and their responses to ethical situations similar to those faced in their day-to-day work experiences. The utility of a multidimensional scale of ethics is further validated, and some preliminary assessments of the nature of values impacting on ethical decision making are also evaluated.

The Role of Purchase Importance on Buyer Perceptions of the Trust and Expertise Components of Supplier and Salesperson Credibility in Business-To-Business Relationships

The success of business-to-business relationships between sales representatives and buyers depends on many factors. Past literature has indicated that the credibility (trust and expertise) attributed to the sales representative and the sales representative’s firm may significantly affect a number of variables related to this relationship. Little research, however, has been undertaken to determine whether the importance of the purchase decision affects buyer perceptions of the trust and expertise components of credibility. Specifically, the current study investigates whether buyer perceptions of trust and expertise of the salesperson and the company they represent vary by the perceived importance of the purchase decision. Contrary to prevailing thought, the results indicate that buyer perceptions of supplier and salesperson expertise and trust were higher in minimally important purchases than in extremely important purchases.

Personal construct psychology and personal selling performance

Proposes an alternative approach to understanding personal selling performance based on personal construct psychology, a cognitively based personality paradigm, originally formulated in clinical psychology by George Kelly. Explains how personal construct psychology theory (PCT), which reflects a constructivist epistemology, provides a conceptual framework for understanding and predicting sales performance. Demonstrates how PCT can be integrated with existing theoretical models of sales performance by suggesting a series of research propositions which can be tested using a number of different research methodologies. Considers research and practical implications.

How manufacturers value purchase offerings: An exploratory study

Abstract The notion of value and the principles and methods that buyers use to discover which supplier offering has more value needs to drive all business marketing activity. However, the concept of value and how to measure it is somewhat vague. The authors present a simple way to think about value. The research reports an exploratory empirical study of how the valuation model fits the views of purchasing managers and how purchasing agents view value and use it to make decisions. In general, the model posited appears to fit the view of purchasing agents, however, there is some digression and further research is needed.

A SHORT MEASURE OF PERCEIVED EMPATHY

This paper concerns the development of a short measure of perceived empathy. Developed in the context of research on sales performance, the scale provided indicators for perceived empathy as both a cognitive as well as an affective construct. While not being able to differentiate cleanly between affective and cognitive empathy, the resulting single-factor scale demonstrates good internal consistency and validity, being predictive of successful versus unsuccessful sales encounters.

The Impact of Adaptive Seiling on Sales Effectiveness Within the Pharmaceutical Industry

This research confirmed the presence of a positive relationship between buyer decision framing and supplier choice. This research also confirmed that there is a positive relationship between career stages and buyer decision framing but was unable to support past research claims that there is a significant positive relationship between presentation form and buyer decision framing. Finally, this research found that contrary to popular belief, buying situations (new buy, etc.) have no significant impact on buyer decision framing.

A framework for personal selling to organizations

Abstract Salespersons selling to organizations operate in a more complex environment than is typically portrayed in the literature. The scope of models developed in the sales process area has been limited to simple persuasion situations. This article goes beyond traditional sales models by taking into account interactions by various members of the organization involved or potentially involved in the industrial buying process. Implications for industrial sales training process are also discussed.