供应商品牌导向对采购商品牌锁定购买行为的作用机制研究
|
摘要
不同于大多数基于供应商视角的研究,从采购商视角探讨了供应商品牌导向战略对采购商品牌锁定购买行为的作用机制,将采购商感知价值视为关键因素,提出了"品牌导向—采购商感知价值—品牌锁定购买行为"的理论模型,并检验了环境不确定性的调节作用。基于242家企业数据的实证检验结果表明,供应商品牌导向显著正向影响采购商的品牌锁定购买行为,且感知交易价值和感知关系价值在其间发挥部分中介作用;在环境不确定性的调节效应中,技术动荡性正向影响感知交易价值的中介效应,市场竞争强度正向影响感知关系价值的中介效应。供应商企业应重视提升采购商的感知价值,并有针对性地采用不同方式传递不同价值,促进采购商形成品牌锁定购买行为。
Unlike most supplier-based studies,this article attempts to explore the mechanism of supplier brand-oriented strategy on buyer's brand lock-in purchasing behavior from the perspective of buyers,regards buyer's perceived value as a key factor,and proposes theoretical model of"brand orientation-customer perceived value-brand lock-in purchasing behavior",and examines the moderating effect of environment uncertainty. Based on 242 firms' questionnaires,the empirical result shows that brand orientation has significant positive influence on brand lock-in purchasing behavior,and perceived transaction value and perceived relationship value played a partial intermediary role. In the moderating role of environment uncertainty,technological turbulence positively affects the mediating effect of perceived transaction value; and market competition intensity positively affects the intermediary effect of perceived relationship value. Supplier should pay attention to improve buyer's perceived value,and deliver different value through different methods to promote buyer's brand lock-in purchasing behavior.
Unlike most supplier-based studies,this article attempts to explore the mechanism of supplier brand-oriented strategy on buyer's brand lock-in purchasing behavior from the perspective of buyers,regards buyer's perceived value as a key factor,and proposes theoretical model of"brand orientation-customer perceived value-brand lock-in purchasing behavior",and examines the moderating effect of environment uncertainty. Based on 242 firms' questionnaires,the empirical result shows that brand orientation has significant positive influence on brand lock-in purchasing behavior,and perceived transaction value and perceived relationship value played a partial intermediary role. In the moderating role of environment uncertainty,technological turbulence positively affects the mediating effect of perceived transaction value; and market competition intensity positively affects the intermediary effect of perceived relationship value. Supplier should pay attention to improve buyer's perceived value,and deliver different value through different methods to promote buyer's brand lock-in purchasing behavior.
引文
[1]SINCLAIR S A,SEWARD K E. Effectiveness of branding a commodity product[J]. Industrial Marketing Management,1988,17(1):23-33.
[2]黄光,叶慧玲,周延风,等.我国慈善组织品牌导向的维度构建研究[J].管理学报,2016(9):1296-1304.
[3]张婧,蒋艳新.产业服务企业品牌导向对品牌资产的影响机制研究[J].管理评论,2016(3):184-195.
[4]MCQUISTON D H. Successful branding of a commodity product:the case of RAEX LASER steel[J]. Industrial Marketing Management,2004,33(4):345-354.
[5]孙娟,李艳军.心甘情愿还是情非所愿?——农户农资产品锁定购买行为的驱动因素研究[J].经济管理,2014(11):81-93.
[6]张婧,邓卉.品牌价值共创的关键维度及其对顾客认知与品牌绩效的影响:产业服务情境的实证研究[J].南开管理评论,2013(2):104-115.
[7]HUANG Y T,TSAI Y T. Antecedents and consequences of brand-oriented companies[J]. European Journal of Marketing,2013,47(11-12):2020-2041.
[8]ANEES-UR-REHMAN M,WONG H Y,HOSSAIN M. The progression of brand orientation literature in twenty years:a systematic literature review[J]. Journal of Brand Management,2016,23(6):612-630.
[9]BAUMGARTH C,SCHMIDT M. How strong is the business-to-business brand in the workforce? An empiricallytested model of“internal brand equity”in a business-to-business setting[J]. Industrial Marketing Management,2010,39(8):1250-1260.
[10]EWING M T,NAPOLI J. Developing and validating a multidimensional nonprofit brand orientation scale[J].Journal of Business Research,2005,58(6):841-853.
[11]HANKINSON G. The measurement of brand orientation,its performance impact,and the role of leadership in the context of destination branding:an exploratory study[J]. Journal of Marketing Management,2012,28(7-8):974-999.
[12]URDE M. Brand orientation-a strategy for survival[J]. Journal of Consumer Marketing,1994,11(3):18-32.
[13]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].管理评论,2017(9):181-192.
[14]GROMARK J,MELIN F. The underlying dimensions of brand orientation and its impact on financial performance[J]. Journal of Brand Management,2011,18(6):394-410.
[15]AHMAD N,IQBAL N. The impact of market orientation and brand orientation on strengthening brand performance:an insight from the beverage industry of Pakistan[J]. International Review of Management&Business Research,2013,2(1):128-132.
[16]RAHMAN M,HASAN M R,FLOYD D. Brand orientation as a strategy that influences the adoption of innovation in the bottom of the pyramid market[J]. Strategic Change,2013,22(3-4):225-239.
[17]MULYANEGARA R C. Market orientation and brand orientation from customer perspective:an empirical examination in the non-profit sector[J]. International Journal of Business&Management,2010,5(7):14-23.
[18]WOODRUFF R B. Marketing in the 21st century customer value:the next source for competitive advantage[J]. Journal of the Academy of Marketing Science,1997,25(3):256-256.
[19]ZEITHAML V A. Consumer perceptions of price,quality,and value:a means-end model and synthesis of evidence[J]. Journal of Marketing,1988,52(3):2-22.
[20]HENNEBERG S C,PARDO C,MOUZAS S,et al. Value dimensions and relationship postures in dyadic“Key Relationship Programmes”[J]. Journal of Marketing Management,2009,25(5-6):535-550.
[21]O'CASS A,NGO L V. Creating superior customer value for B2B firms through supplier firm capabilities[J]. Industrial Marketing Management,2012,41(1):125-135.
[22]VARGO S L,LUSCH R F. Evolving to a new dominant logic for marketing[J]. Journal of Marketing,2004,68(1):1-17.
[23]THALER R. Transaction utility theory[J]. Advances in Consumer Research,1983,10(4):229-232.
[24]MITTAL V,KAMAKURA W A. Satisfaction,repurchase intent,and repurchase behavior:investigating the moderating effect of customer characteristics[J]. Journal of Marketing Research,2001,38(1):131-142.
[25]WILSON D T,JANTRANIA S. Understanding the value of a relationship[J]. Asia-Australia Marketing Journal,1994,2(1):55-66.
[26]RAVALD A,GRNROOS C. The value concept and relationship marketing[J]. European Journal of Marketing,2013,30(2):19-30.
[27]武文珍,陈启杰.基于共创价值视角的顾客参与行为对其满意和行为意向的影响[J].管理评论,2017(9):167-180.
[28]MERRILEES B. Brand orientation:past,present,and future[J]. Journal of Marketing Management,2013,29(9):973-980.
[29]BROWN B P,ZABLAH A R,BELLENGER D N,et al. When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity[J]. International Journal of Research in Marketing,2011,28(3):194-204.
[30]CHAVEZ R,YU W,JACOBS M,et al. Internal lean practices and performance:the role of technological turbulence[J]. International Journal of Production Economics,2015,160(3):157-171.
[31]孙娟,李艳军.农户农资产品锁定购买行为形成机制的实证研究——基于山东省、湖北省和四川省的差异分析[J].管理评论,2018(2):146-158.
[32]BLOMBCK A,AXELSSON B. The role of corporate brand image in the selection of new subcontractors[J].Journal of Business&Industrial Marketing,2007,22(6):418-430.
[33]OHNEMUS L. B2B branding:a financial burden for shareholders?[J]. Business Horizons,2009,52(2):159-166.
[34]BENDIXEN M,BUKASA K A,ABRATT R.Brand equity in the business-to-business market[J]. Industrial Marketing Management,2004,33(5):371-380.
[35]GLYNN M S. Primer in B2B brand-building strategies with a reader practicum[J]. Journal of Business Research,2012,65(5):666-675.
[36]MULYANEGARA R C. The relationship between market orientation,brand orientation and perceived benefits in the non-profit sector:a customer-perceived paradigm[J].Journal of Strategic Marketing,2011,19(5):429-441.
[37]HANKINSON P. Brand orientation in the charity sector:a framework for discussion and research[J]. International Journal of Nonprofit&Voluntary Sector Marketing,2001,6(3):231-242.
[38]URDE M,BAUMGARTH C,MERRILEES B.Brand orientation and market orientation—From alternatives to synergy[J]. Journal of Business Research,2013,66(1):13-20.
[39]DJATMIKO T,PRADANA R. Brand image and product price:its impact for samsung smartphone purchasing decision[J]. Procedia-Social and Behavioral Sciences,2016,219(3):221-227.
[40]陈收,易敏芳,李博雅.产品扩散策略对企业绩效的影响[J].管理学报,2015(6):814-822.
[41]CRETU A E,BRODIE R J. The influence of brand image and company reputation where manufacturers market to small firms:a customer value perspective[J]. Industrial Marketing Management,2007,36(2):230-240.
[42]MENON A,HOMBURG C,BEUTIN N. Understanding customer value in business-to-business relationships[J]. Journal of Business-to-Business Marketing,2005,12(2):1-38.
[43]PREACHER K J,HAYES A F. SPSS and SAS procedures for estimating indirect effects in simple mediation models[J]. Behavior Research Methods Instruments&Computers,2004,36(4):717-731.
[2]黄光,叶慧玲,周延风,等.我国慈善组织品牌导向的维度构建研究[J].管理学报,2016(9):1296-1304.
[3]张婧,蒋艳新.产业服务企业品牌导向对品牌资产的影响机制研究[J].管理评论,2016(3):184-195.
[4]MCQUISTON D H. Successful branding of a commodity product:the case of RAEX LASER steel[J]. Industrial Marketing Management,2004,33(4):345-354.
[5]孙娟,李艳军.心甘情愿还是情非所愿?——农户农资产品锁定购买行为的驱动因素研究[J].经济管理,2014(11):81-93.
[6]张婧,邓卉.品牌价值共创的关键维度及其对顾客认知与品牌绩效的影响:产业服务情境的实证研究[J].南开管理评论,2013(2):104-115.
[7]HUANG Y T,TSAI Y T. Antecedents and consequences of brand-oriented companies[J]. European Journal of Marketing,2013,47(11-12):2020-2041.
[8]ANEES-UR-REHMAN M,WONG H Y,HOSSAIN M. The progression of brand orientation literature in twenty years:a systematic literature review[J]. Journal of Brand Management,2016,23(6):612-630.
[9]BAUMGARTH C,SCHMIDT M. How strong is the business-to-business brand in the workforce? An empiricallytested model of“internal brand equity”in a business-to-business setting[J]. Industrial Marketing Management,2010,39(8):1250-1260.
[10]EWING M T,NAPOLI J. Developing and validating a multidimensional nonprofit brand orientation scale[J].Journal of Business Research,2005,58(6):841-853.
[11]HANKINSON G. The measurement of brand orientation,its performance impact,and the role of leadership in the context of destination branding:an exploratory study[J]. Journal of Marketing Management,2012,28(7-8):974-999.
[12]URDE M. Brand orientation-a strategy for survival[J]. Journal of Consumer Marketing,1994,11(3):18-32.
[13]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].管理评论,2017(9):181-192.
[14]GROMARK J,MELIN F. The underlying dimensions of brand orientation and its impact on financial performance[J]. Journal of Brand Management,2011,18(6):394-410.
[15]AHMAD N,IQBAL N. The impact of market orientation and brand orientation on strengthening brand performance:an insight from the beverage industry of Pakistan[J]. International Review of Management&Business Research,2013,2(1):128-132.
[16]RAHMAN M,HASAN M R,FLOYD D. Brand orientation as a strategy that influences the adoption of innovation in the bottom of the pyramid market[J]. Strategic Change,2013,22(3-4):225-239.
[17]MULYANEGARA R C. Market orientation and brand orientation from customer perspective:an empirical examination in the non-profit sector[J]. International Journal of Business&Management,2010,5(7):14-23.
[18]WOODRUFF R B. Marketing in the 21st century customer value:the next source for competitive advantage[J]. Journal of the Academy of Marketing Science,1997,25(3):256-256.
[19]ZEITHAML V A. Consumer perceptions of price,quality,and value:a means-end model and synthesis of evidence[J]. Journal of Marketing,1988,52(3):2-22.
[20]HENNEBERG S C,PARDO C,MOUZAS S,et al. Value dimensions and relationship postures in dyadic“Key Relationship Programmes”[J]. Journal of Marketing Management,2009,25(5-6):535-550.
[21]O'CASS A,NGO L V. Creating superior customer value for B2B firms through supplier firm capabilities[J]. Industrial Marketing Management,2012,41(1):125-135.
[22]VARGO S L,LUSCH R F. Evolving to a new dominant logic for marketing[J]. Journal of Marketing,2004,68(1):1-17.
[23]THALER R. Transaction utility theory[J]. Advances in Consumer Research,1983,10(4):229-232.
[24]MITTAL V,KAMAKURA W A. Satisfaction,repurchase intent,and repurchase behavior:investigating the moderating effect of customer characteristics[J]. Journal of Marketing Research,2001,38(1):131-142.
[25]WILSON D T,JANTRANIA S. Understanding the value of a relationship[J]. Asia-Australia Marketing Journal,1994,2(1):55-66.
[26]RAVALD A,GRNROOS C. The value concept and relationship marketing[J]. European Journal of Marketing,2013,30(2):19-30.
[27]武文珍,陈启杰.基于共创价值视角的顾客参与行为对其满意和行为意向的影响[J].管理评论,2017(9):167-180.
[28]MERRILEES B. Brand orientation:past,present,and future[J]. Journal of Marketing Management,2013,29(9):973-980.
[29]BROWN B P,ZABLAH A R,BELLENGER D N,et al. When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity[J]. International Journal of Research in Marketing,2011,28(3):194-204.
[30]CHAVEZ R,YU W,JACOBS M,et al. Internal lean practices and performance:the role of technological turbulence[J]. International Journal of Production Economics,2015,160(3):157-171.
[31]孙娟,李艳军.农户农资产品锁定购买行为形成机制的实证研究——基于山东省、湖北省和四川省的差异分析[J].管理评论,2018(2):146-158.
[32]BLOMBCK A,AXELSSON B. The role of corporate brand image in the selection of new subcontractors[J].Journal of Business&Industrial Marketing,2007,22(6):418-430.
[33]OHNEMUS L. B2B branding:a financial burden for shareholders?[J]. Business Horizons,2009,52(2):159-166.
[34]BENDIXEN M,BUKASA K A,ABRATT R.Brand equity in the business-to-business market[J]. Industrial Marketing Management,2004,33(5):371-380.
[35]GLYNN M S. Primer in B2B brand-building strategies with a reader practicum[J]. Journal of Business Research,2012,65(5):666-675.
[36]MULYANEGARA R C. The relationship between market orientation,brand orientation and perceived benefits in the non-profit sector:a customer-perceived paradigm[J].Journal of Strategic Marketing,2011,19(5):429-441.
[37]HANKINSON P. Brand orientation in the charity sector:a framework for discussion and research[J]. International Journal of Nonprofit&Voluntary Sector Marketing,2001,6(3):231-242.
[38]URDE M,BAUMGARTH C,MERRILEES B.Brand orientation and market orientation—From alternatives to synergy[J]. Journal of Business Research,2013,66(1):13-20.
[39]DJATMIKO T,PRADANA R. Brand image and product price:its impact for samsung smartphone purchasing decision[J]. Procedia-Social and Behavioral Sciences,2016,219(3):221-227.
[40]陈收,易敏芳,李博雅.产品扩散策略对企业绩效的影响[J].管理学报,2015(6):814-822.
[41]CRETU A E,BRODIE R J. The influence of brand image and company reputation where manufacturers market to small firms:a customer value perspective[J]. Industrial Marketing Management,2007,36(2):230-240.
[42]MENON A,HOMBURG C,BEUTIN N. Understanding customer value in business-to-business relationships[J]. Journal of Business-to-Business Marketing,2005,12(2):1-38.
[43]PREACHER K J,HAYES A F. SPSS and SAS procedures for estimating indirect effects in simple mediation models[J]. Behavior Research Methods Instruments&Computers,2004,36(4):717-731.
© 2004-2018 中国地质图书馆版权所有 京ICP备05064691号 京公网安备11010802017129号 地址：北京市海淀区学院路29号 邮编：100083 电话：办公室：(+86 10)66554848；文献借阅、咨询服务、科技查新：66554700 |