供应商市场资产对产业品牌价值的影响

商业研究

供应商市场资产对产业品牌价值的影响

严子淳1，彭华伟2，李国栋1

1.中国民航大学经济与管理学院，天津 300300；2.西南政法大学管理学院，重庆 401120

收稿日期:2016-12-03 出版日期:2017-04-18
作者简介:严子淳（1986-），女，天津人，中国民航大学经济与管理学院讲师，管理学博士，研究方向：营销战略、公司治理；彭华伟（1976-），男，四川威远人，西南政法大学管理学院讲师，管理学博士，研究方向：战略管理；李国栋（1983-），男，山东菏泽人，中国民航大学经济与管理学院副教授，管理学博士，研究方向：战略管理、公司治理。
基金资助:
中国民航大学科研启动基金项目，项目编号：10401103；国家自然科学基金项目，项目编号：71302065；中国民航大学省部级科研基地开放课题，项目编号：00010008；天津市社科规划项目，项目编号：TJGL13-028

The Effects of Supplier′s Market-based Asset on Industrial Brand Value

YAN Zi-chun1, PENG Hua-wei2, LI Guo-dong1

1.Economics and Management College, Civil Aviation University of China, Tianjin 300300，China; 2. Management College, Southwest University of Political Science & Law, Chongqing 401120,China

Received:2016-12-03 Online:2017-04-18

摘要/Abstract

摘要： 从采购商视角出发，以资产为基础构建供应商市场资产与产业品牌价值关系模型，对198家采购商样本数据进行实证分析，发现供应商的顾客资产不仅直接正向影响产业品牌价值，还能通过品牌关联的中介作用提升产业品牌价值；创新资产通过品牌关联而影响产业品牌价值，产品重要性对顾客资产与品牌关联关系的调节作用不显著，但能够强化创新资产对品牌关联的正向影响。本文期望为供应商选择与配置市场资产、提高产业品牌价值提供借鉴。

关键词: 顾客资产, 创新资产, 品牌关联, 产业品牌价值, 产品重要性

Abstract: From the perspective of purchaser, this paper constructs the relationship model of supplier′s market-based asset and industrial brand value based on asset to empirically analyze the data from 198 purchasers, findings that supplier′s customer asset not only directly positively impacts industrial brand value, but also improves industrial brand value through mediating effect of brand relevance ;innovation asset affects industrial brand value through brand relevance, the moderating effect of product importance on relationship between customer asset and brand relevance is not significant, while it can strengthen the positive effect of innovation asset on brand relevance. This paper hopes to provide reference for supplier to select and configure market-based asset and improve industrial brand value.

Key words: customer asset, innovation asset, brand relevance, industrial brand value, product importance

严子淳1，彭华伟2，李国栋1. 供应商市场资产对产业品牌价值的影响[J]. 商业研究.

YAN Zi-chun1, PENG Hua-wei2, LI Guo-dong1. The Effects of Supplier′s Market-based Asset on Industrial Brand Value[J]. 商业研究.

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