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The Impact of Marketing Communication on the Long-term Purchasing Orientation in the Industrial Goods Market

This study aims to find the effects of marketing communication factors on the long-term purchasing orientation using the data from wholesalers and retailers of industrial goods market. Because if marketing communication techniques effects is confirmed that are frequently used in the consumer market, the buyer and provider of industrial goods market can be easily maintain their long-term purchasing orientation. Specifically, this study is to establish the direct effect of advertising, publicity, sales promotion word-of-mouth and physical environment at industrial market that consumers’ long-term purchasing orientation and brand value, respectively. And examine the mediating effect of brand value between marketing communication factors and long-term purchasing orientation. This study operates a survey targeting wholesaler and retailer of industrial goods market. Specifically, we used 177 copies except uncollected copies and dishonesty response of total 190 copies on analysis. Findings are as followed; first, only between advertising in the marketing communication factors and long-term purchasing orientation had positively related. Second, the results of the relationship between marketing communication factors and brand value show that physical environment, word-of-mouth and publicity are positively related except advertising and sales promotion, respectively. Third, the result of the relationship between brand value and long-term purchasing orientation show that positively related. Finally, brand value is not played as a mediator between marketing communication factors and long-term purchasing orientation. This study contributed to deepen our understanding of marketing strategies in the industrial goods market. Specifically, this study suggested that providers in the industrial goods market should be use other marketing strategies unlike the strategies of the consumer market. And if they want to maintain their long-term relationship, this study suggested tha

Abstract

1. Introduction

2. Theoretical Background

3. Hypotheses and research model

4. Empirical Analysis

5. Discussion & Conclusion

References

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