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

发布时间：2018-04-08 13:38

本文选题：BB品牌导向　切入点：产权型资源投入　出处：《管理评论》2017年09期

【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。
[Abstract]:In view of the deficiency of B2B brand oriented research, the supplier resource is regarded as the key factor of B2B brand orientation influencing brand performance, and the supplier resources are divided into property rights resources and knowledge resources.The theoretical model of "B2B brand orientation-supplier resource input-brand performance" is constructed.The empirical results based on 178 suppliers' data show that: B2B brand orientation has a positive effect on property resource investment and knowledge resource investment, both of which can significantly improve brand performance.Property resource investment has a complete intermediary effect between B2B brand orientation and brand performance, knowledge resource investment has partial intermediary effect, market competition intensity only strengthens the influence of knowledge resource investment on brand performance.The equilibrium degree of the two types of resource investment positively affects brand performance.
【作者单位】：重庆理工大学管理学院;
【基金】：国家自然科学基金项目(71572083;71302065)
【分类号】：F273.2;F274

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