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Suppliers' corporate ability and consumer evaluations of a manufacturer

Author

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  • Hyunjin Kang
  • Bowon Kim
  • Yun Shin Lee

Abstract

This study explores consumer perceptions of supply chain partners. In particular, we analyse whether a supplier's corporate ability affects consumer evaluations of a manufacturer. We also examine the moderating effect of a supplier's market position, either the top-dog (strong) or underdog (weak) position. Using a vignette-based experiment, we find that a supplier's high corporate ability does not affect how consumers evaluate the manufacturer. However, a supplier's low corporate ability leads consumers to devalue the manufacturer. We also find that the effect of a supplier's corporate ability is moderated by the supplier's market position: the link between a supplier's low corporate ability and consumers' negative evaluations of a manufacturer becomes stronger when the supplier is perceived as in a top-dog position.

Suggested Citation

  • Hyunjin Kang & Bowon Kim & Yun Shin Lee, 2017. "Suppliers' corporate ability and consumer evaluations of a manufacturer," International Journal of Services and Operations Management, Inderscience Enterprises Ltd, vol. 27(1), pages 19-34.
  • Handle: RePEc:ids:ijsoma:v:27:y:2017:i:1:p:19-34
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    Citations

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    Cited by:

    1. Alexander Tatarko, 2012. "Are Individual Value Orientations Related to Socio-Psychological Capital? A Comparative Analysis Data from Three Ethnic Groups in Russia," HSE Working papers WP BRP 03/PSY/2012, National Research University Higher School of Economics.
    2. Wai Ming To & Billy T. W. Yu & Peter K. C. Lee, 2018. "How Quality Management System Components Lead to Improvement in Service Organizations: A System Practitioner Perspective," Administrative Sciences, MDPI, vol. 8(4), pages 1-14, November.

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