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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
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    References listed on IDEAS

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    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.
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    Agribusiness; Marketing;

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