Partitioned pricing, price fairness perceptions, and the moderating effects of brand relationships in SME business markets

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• 作者：Jodie L. Ferguson ; Ph.D.^a ; ^{jlferguson@vcu.edu} (Associate Professor of Marketing) ; Brian P. Brown ; Ph.D.^a ; ^{bpbrown@vcu.edu} (Associate Professor of Marketing) ; Wesley J. Johnston ; Ph.D.^b ; ^{wesleyj@gsu.edu} (CBIM Roundtable Professor of Marketing ; Director)
• 关键词：Affect ; Brand mandate ; Partitioned pricing ; Price fairness ; Small- and medium-sized enterprise (SME) ; Business-to-Business (B2B)
• 刊名：Journal of Business Research
• 出版年：2017
• 出版时间：March 2017
• 年：2017
• 卷：72
• 期：Complete
• 页码：80-92
• 全文大小：1126 K
• 卷排序：72

文摘

Partitioned pricing effects on price perceptions have been studied in the consumer (B2C) market context, but not in the business (B2B) market, and particularly not in the small- and medium-sized enterprise (SME), context. The current research investigates SME managers' affective and cognitive (e.g., price fairness perceptions) responses to partitioned pricing and extent of relationship with the selling brand. The first of three experimental studies finds that a partitioned price generates greater price fairness perceptions than an all-inclusive price. Study 2 finds that SME buyers elicit the greatest positive affect and the lowest negative affect when the buyer's firm has an established relationship with the brand and the seller partitions the price. The third study further examines the effects of relationship with the brand by separating brand mandate (i.e., when the buying firm requires employees to purchase from a specific brand) and relationship longevity.