|Start Page Number:||19|
|End Page Number:||34|
|Publication Date:||Mar 2017|
|Journal:||International Journal of Services and Operations Management|
|Authors:||Kim Bowon, Kang Hyunjin, Lee Yun Shin|
|Keywords:||management, marketing, manufacturing industries|
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.