The Impact of B2B Brand Orientation on Brand Performance:The Role of Suppliers' Resource Commitment

Abstract

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

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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