B2B品牌导向对品牌绩效的影响机制研究：供应商资源投入的关键作用

摘要/Abstract

摘要：

针对B2B品牌导向研究的不足，将供应商资源视为B2B品牌导向影响品牌绩效的关键因素，借鉴已有研究将供应商资源区分为产权型资源和知识型资源，构建“B2B品牌导向—供应商资源投入—品牌绩效”的理论模型。基于178家供应商数据的实证检验结果表明：B2B品牌导向对产权型资源投入和知识型资源投入均有正向影响；两类资源投入都能显著提高品牌绩效；产权型资源投入在B2B品牌导向与品牌绩效间具有完全中介效应，知识型资源投入具有部分中介效应；市场竞争强度仅仅强化了知识型资源投入对品牌绩效的影响；两类资源投入的均衡程度正向影响品牌绩效。

关键词: B2B品牌导向, 产权型资源投入, 知识型资源投入, 品牌绩效, 市场竞争强度

Abstract:

In view of researches on B2B brand orientation, the paper regards suppliers' resources as a key factor in the impact of B2B brand orientation on brand performance, divides suppliers' resource into property-based resource and knowledge-based resource, and then draws on the theoretical model of B2B brand orientation-suppliers' resource commitment-brand performance. The research empirically analyzes data from 178 suppliers and concludes that B2B brand orientation has positively impacts on both property-based resources commitment and knowledge-based resources commitment. The two types of suppliers' resource commitment have positive impact on brand performance, and property-based resource commitment completely mediates the effect of B2B brand orientation on brand performance, while knowledge-based resource commitment partly mediates the effect of B2B brand orientation on brand performance. Market competition intensity significantly strengthens the positive effect of knowledge-based resource commitment on brand performance, but moderating effect of the property-based resource commitment on brand performance is not significant. Finally, the equilibrium of the two types of resource commitment positively influences brand performance.

Key words: B2B brand orientation, property-based resource commitment, knowledge-based resource commitment, brand performance, market competition intensity

黄磊, 吴朝彦. B2B品牌导向对品牌绩效的影响机制研究：供应商资源投入的关键作用[J]. , 2017, 29(9): 181-192.

Huang Lei, Wu Chaoyan. The Impact of B2B Brand Orientation on Brand Performance:The Role of Suppliers' Resource Commitment[J]. , 2017, 29(9): 181-192.

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