Management Review

›› 2019, Vol. 31 ›› Issue (1): 113-125.

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Ingredient Branding Strategies, Marketing Capability and Brand Performance

Li Guihua1,2, Shen Yuanting1   

  1. 1. School of Business, Nankai University, Tianjin 300071;
    2. Binhai College, Nankai University, Tianjin 300270
  • Received:2018-01-15 Online:2019-01-28 Published:2019-01-22

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Abstract:

Considering the underdevelopment of ingredient branding theory, this paper usses ingredient branding strategies as premise to study ingredient branding strategies' direct impact on brand performance, the mediating effect of marketing capability and the moderating effect of relative importance of ingredient product. Using 252 questionnaires from ingredient suppliers, our empirical analysis reaches the following conclusions. The impact of ingredient supplier's pull strategy on brand performance has an inverted U-shape relationship, ingredient supplier's push strategy has a significantly positive impact on brand performance. The market sensing capability and customer linking capability both have significantly positive impact on brand performance. The market sensing capability and customer linking capability both partly mediate the relationship between ingredient supplier's pull strategy and brand performance. Customer linking capability partly mediates the relationship between ingredient supplier's push strategy and brand performance, while market sensing capability doesn't mediate the relationship between ingredient supplier's push strategy and brand performance. The relative importance of ingredient products positively moderates the relationship between the two different ingredient branding strategies and brand performance.

Key words: pull strategy, push strategy, brand performance, marketing capability, relative importance of ingredient products