TY - JOUR A1 - Lienland, Bernhard A1 - Baumgartner, Alexander A1 - Knubben, Evelyn T1 - The undervaluation of corporate reputation as a supplier selection factor BT - An analysis of ingredient branding of complex products in the manufacturing industry JF - Journal of Purchasing and Supply Management N2 - Prior research studies on supplier selection factors assess vendor reputation as a low ranked criterion. Reputation in these articles, however, only refers to the position in the industry, without considering the role of the final customer. Our results from a survey with 565 individuals suggest that the end user as a stakeholder should be also considered when analyzing a vendor’s prestige. We demonstrate that a supplier’s standing has negative as well as positive reputational effects on the buyer. Depending on the relevance of the purchased good as well as the reputation of the supplier and the buyer, low/high-ranked ingredients significantly decrease/increase the final customer’s perception of the buyer. KW - Supplier selection KW - Selection factors KW - Reputation KW - Ingredient branding KW - Complex products KW - Automotive Y1 - 2013 U6 - https://doi.org/10.1016/j.pursup.2013.04.001 SN - 1478-4092 VL - 19 IS - 2 SP - 84 EP - 97 PB - Elsevier ER -