IDEAS home Printed from https://ideas.repec.org/a/ags/ifaamr/320221.html
   My bibliography  Save this article

Relationship between brand and dealer loyalty in the agricultural equipment market

Author

Listed:
  • Feeney, Roberto
  • Harmath, Pedro
  • Ramoni-Perazzi, Josefa
  • Clay, Pablo Mac

Abstract

Agricultural equipment companies intend to understand agriculture producers’ buying behavior by answering questions such as how loyal producers are to brands and dealers, which have an important impact on their profitability. This paper addresses the problem of how loyal agricultural producers are to equipment brands and dealers. Using a combination of cluster analysis and probit models, we identified producers’ behavioral and attitudinal loyalty to brands and dealers and analyzed the factors that explain such loyalty. We also found a strong interdependence between brand and dealer loyalty and the significant value that dealer loyalty adds to the brands. Additionally, we present some management implications of developing brand recognition, understanding producers purchasing behavior, and segmenting producers. This paper’s contributions are the establishment and measurement of an ‘empirical’ definition of brand and dealer loyalty, the identification and quantification of the impact of the explanatory factors of brand and dealer loyalty, and the determination of a dual loyalty relationship between brand and dealer loyalty.

Suggested Citation

  • Feeney, Roberto & Harmath, Pedro & Ramoni-Perazzi, Josefa & Clay, Pablo Mac, 2022. "Relationship between brand and dealer loyalty in the agricultural equipment market," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 25(2), March.
    • Handle: RePEc:ags:ifaamr:320221
    DOI: 10.22004/ag.econ.320221
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/320221/files/ifamr2021.0088.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.320221?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Harbor, Anetra L. & Martin, Marshall A. & Akridge, Jay T., 2008. "Assessing Input Brand Loyalty among U.S. Agricultural Producers," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 11(1), pages 1-18, February.
    2. Elvira Tabaku & Mirela Zerellari (Mersini), 2015. "Brand Loyalty And Loyalty Programs; A Literature Review," Romanian Economic Business Review, Romanian-American University, vol. 10(2), pages 71-86, June.
    3. Lilien, Gary L., 2016. "The B2B Knowledge Gap," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 543-556.
    4. Senayit Seyoum, 2018. "Analysis of Prevalence of Malaria and Anemia Using Bivariate Probit Model," Annals of Data Science, Springer, vol. 5(2), pages 301-312, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dominik M. Wielgos & Christian Homburg & Christina Kuehnl, 2021. "Digital business capability: its impact on firm and customer performance," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 762-789, July.
    2. Chen, Yanyan & Mandler, Timo & Meyer-Waarden, Lars, 2021. "Three decades of research on loyalty programs: A literature review and future research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 179-197.
    3. Jonas Schmidt & Tammo H. A. Bijmolt, 2020. "Accurately measuring willingness to pay for consumer goods: a meta-analysis of the hypothetical bias," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 499-518, May.
    4. Latinovic, Zoran & Chatterjee, Sharmila C., 2022. "Achieving the promise of AI and ML in delivering economic and relational customer value in B2B," Journal of Business Research, Elsevier, vol. 144(C), pages 966-974.
    5. Roucan-Kane, Maud & Alexander, Corinne E. & Boehlje, Michael & Downey, W. Scott & Gray, Allan W., 2011. "Large Commercial Producer Market Segments for Agricultural Capital Equipment," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(4), pages 1-18, November.
    6. Surajit Bag & Shivam Gupta & Ajay Kumar & Uthayasankar Sivarajah, 2021. "An integrated artificial intelligence framework for knowledge creation and B2B marketing rational decision making for improving firm performance," Post-Print hal-03188195, HAL.
    7. Kathleen Cleeren & Marnik G. Dekimpe & Harald J. Heerde, 2017. "Marketing research on product-harm crises: a review, managerial implications, and an agenda for future research," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 593-615, September.
    8. Christian Homburg & Moritz Tischer, 2023. "Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1046-1074, September.
    9. Pedro Harmath & Roberto Feeney & Josefa Ramoni-Perazzi, 2022. "Producers’ brand-dealer dual loyalty to capital equipment," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(4), pages 390-407, December.
    10. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris & Pereira, Vijay, 2022. "Examining the industrial buying behavior in Indian market: From behavior and cultural perspective for B2B buyers and suppliers," Journal of Business Research, Elsevier, vol. 151(C), pages 86-99.
    11. Popovici Veronica & Muhcină Silvia & Popovici Alina Lavinia, 2018. "Traditional versus Online Marketing for B2B Organizations: Where the Line Blurs," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 382-387, July.
    12. Navid Mojir & K. Sudhir, 2021. "A Structural Model of Organizational Buying for B2B Markets: Innovation Adoption with Share of Wallet Contracts," Cowles Foundation Discussion Papers 2315, Cowles Foundation for Research in Economics, Yale University.
    13. Martin G Moehrle & Irina Pfennig & Jan M Gerken, 2017. "Identifying Lead Users In A B2b Environment Based On Patent Analysis — The Case Of The Crane Industry," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 21(06), pages 1-20, August.
    14. Connelly, Brian L. & Shi, Wei & Cheng, Xin & Yin, Cheng, 2021. "Short Sellers: A screening theory perspective on B2B relationships," Journal of Business Research, Elsevier, vol. 134(C), pages 393-404.
    15. Samson B. Adebayo & Ezra Gayawan, 2022. "A Bivariate Analysis of the Spatial Distributions of Stunting and Wasting Among Children Under-Five in Nigeria," Journal of Development Policy and Practice, , vol. 7(1), pages 31-52, January.
    16. Anna Trunk & Hendrik Birkel, 2022. "No Resilience Without Partners: A Case Study on German Small and Medium-Sized Enterprises in the Context of COVID-19," Schmalenbach Journal of Business Research, Springer, vol. 74(4), pages 537-574, December.
    17. Valter Afonso Vieira & Marcos Inácio Severo Almeida & Raj Agnihotri & Nôga Simões De Arruda Corrêa Silva & S. Arunachalam, 2019. "In pursuit of an effective B2B digital marketing strategy in an emerging market," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 1085-1108, November.
    18. Yael Karlinsky-Shichor & Oded Netzer, 2024. "Automating the B2B Salesperson Pricing Decisions: A Human-Machine Hybrid Approach," Marketing Science, INFORMS, vol. 43(1), pages 138-157, January.
    19. Stefan Worm & Sundar G. Bharadwaj & Wolfgang Ulaga & Werner J. Reinartz, 2017. "When and why do customer solutions pay off in business markets?," Journal of the Academy of Marketing Science, Springer, vol. 45(4), pages 490-512, July.
    20. Mora Cortez, Roberto & Johnston, Wesley J. & Gopalakrishna, Srinath, 2022. "Driving participation and investment in B2B trade shows: The organizer view," Journal of Business Research, Elsevier, vol. 142(C), pages 1092-1105.

    More about this item

    Keywords

    Agribusiness; Marketing;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:ifaamr:320221. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/ifamaea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.