Suppliers' corporate ability and consumer evaluations of a manufacturer

Hyunjin Kang, Bowon Kim and Yun Shin Lee

International Journal of Services and Operations Management, 2017, vol. 27, issue 1, 19-34

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.

Keywords: behavioural supply management; underdog position; top-dog position; consumer perceptions; supply chain management; SCM; vignette-based experiment; supply chain partners; supplier market position; supplier evaluation. (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (2)

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