Abstract
Industrial buyer behavior literature emphasized the importance of personal perceptual factors. In this paper, the degree of congruence among product, self and company concepts were investigated. Differences in conceptual congruence based on size of the business firms were also identified. Implications of the research findings were discussed.
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References
Charles E. Osgood, et. al., The Measurement of Meaning, (Urbana: University of Illinois Press, 1957) pp. 139–143.
Charles E. Osgood, et. al., op.cit., p. 328.
Jagdish N. Sheth, “Recent Developments in Organizational Buying Behavior,” in Arch G. Woodside, et. al., (Eds.), Consumer and Industrial Buying Behavior, (New York: Elsevier North Holand, Inc., 1977) p. 32.
Frederick E. Webster Jr., and Yoram Wind, Organizational Buying Behavior, (Englewood Cliffs, New Jersey: Prentice Hall, Inc., 1972), p. 88.
Ruth C. Wylie, The Self Concept, (Lincoln: The University of Nebraska Press, 1961), p. 7.
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© 2015 Academy of Marketing Science
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Reddy, A.C., Rao, C.P. (2015). Personal Perceptual Factors in Organizational Buyer Behavior. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_45
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DOI: https://doi.org/10.1007/978-3-319-16946-0_45
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16945-3
Online ISBN: 978-3-319-16946-0
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