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- Title
Opinion Leaders in Institutional Markets.
- Authors
Schiffman, Leon G.; Gaccione, Vincent
- Abstract
While opinion leadership among household consumers has received considerable attention, the relevance of the concept to industrial purchasers has hardly been considered. This article examines the concept of opinion leadership in an institutional market and presents data which suggest that opinion leaders do exist in this setting. The feasibility and payoff of identifying such influential communicators are also discussed.
- Subjects
TREND setters; INSTITUTIONAL market; CONSUMER preferences; CONSUMER behavior; PRODUCT management research; MARKETING management; LEADERSHIP; FEASIBILITY studies; MARKETING executives
- Publication
Journal of Marketing, 1974, Vol 38, Issue 2, p49
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1250197