Dissertation/Thesis Abstract

What contributes to a technical purchasing decision maker's reliance on brand name for design decisions involving I&T products
by Coutoumanos, Vincent, Ph.D., TUI University, 2012, 132; 3535492
Abstract (Summary)

The following research is intended to develop more formal mechanisms for collection, analysis, retention and dissemination of information relating to brand influence on high-technology products. Specifically, these high-technology products are associated with the engineering applications that likely would involve the loss of human life in the advent of catastrophic failure.

The results of the study lead to an extension of theory involving marketing and product selection of "highly engineered" parts within the aerospace industry. The findings were separated into three distinct areas: 1) Information load will play a large role in the final design decision. If the designer is under a high level of information load during the time of a design decision, he or she likely will gravitate to the traditional design choice, regardless of the level of brand strength. 2) Even when strong brand names, like 3M, were offered as the non-traditional design choice, engineers gravitated to the traditional design choice that was presented in a mock Society for Manufacturing Engineers article. 3) Designer self-efficacy by itself will not often contribute to a decision maker's design choice. However, these data collected indicates that a combination of high designer self-efficacy moderated by high brand strength is likely to contribute significantly to a decision maker's decision. The post-hoc finding shows that many designers having high levels of self-efficacy could be developing a sense of comfort with strong brand names (like 3M) when making a design choice.

Indexing (document details)
Advisor: Louis, Debra J.
School: TUI University
School Location: United States -- California
Source: DAI-B 74/05(E), Dissertation Abstracts International
Subjects: Marketing, Aerospace engineering
Keywords: Brand influence, Brand names, Decision makers, Design decisions, Information load, Technical purchasing
Publication Number: 3535492
ISBN: 9781267864666
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