- 권한신청
- E-ISSN2233-5382
- KCI
B2B 거래에서 브랜드가치, 관계가치, 시장지향성 그리고 성과에 관한 연구
The Relation among Brand Value, Relationship Value, Market Orientation and Performance in B2B
한상설 (Department of Business Administration, Dankook University)
- 다운로드 수
- 조회수
Abstract
Purpose - The focus of this study is to investigate the structural influences such as brand value, relationship value, market orientation, long-term orientation, and performance. The effects of brand value and relationship value on the differences on transaction performance in b2b was investigated. Research design, data, and methodology - The subject of this study was a liquor and beverage distribution company that deals in b2b. The research hypothesis is based on literature of the preceding research analysis of brand value, relationship value, market orientation and long-term orientation. This study has constructs that was defined operationally by referencing previous studies. Operational questionnaire was used to investigate the target key staff who work in the liquor and beverage distribution company. 178 survey data were used for empirical analysis to prove the hypothesis. This study used structural equation techniques(AMOS) to prove the research hypothesis. Results - The main results of this empirical study were as follows. First, supplier's brand awareness has a positive effect on market orientation, but did not affect long-term orientation. Brand awareness of suppliers indicates that they are not directly related to long-term orientation. Second, supplier's brand image has a positive effect on market orientation and long-term orientation in b2b transaction. So, the brand image and reputation of the supplier suggest that it is important for the b2b transaction to have a market orientation tendency or a long-term orientation. Third, supplier's relationship value has a positive effect on long-term orientation, but does not affect market orientation. Relationship value indicates that they are not directly related to market orientations of the buyer. Fourth, Market orientation has a positive effect on long-term orientation and marketing performance and long-term orientation has a positive effect on marketing performance in b2b. Additionally, the buyers market and long term orientation are important factors in marketing performance in b2b. ' Conclusions - Based on empirical results, this study confirmed that brand image rather than brand awareness positively influenced long-term orientation as well as market orientation in b2b. Relationship value can be found in transactions, which is important for long-term orientation. Especially, these findings are suggestive in the consumer goods distribution market.
- keywords
- B2B, Brand Value, Relationship Value, Market Orientation, Long-Term Orientation
참고문헌
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Jossey Bass.
Aaker, D. A. (1992). The Value of Brand Equity. Journal of Business Strategy, 13(4), 27-32.
Christodoulides, G., & De Chernatony, L. (2010). Consumer-based Brand Equity Conceptualization and Measurement: A Literature Review. International journal of research in marketing, 52(1), 43-66.
Cano, C. R., Francois A. C., & Fernando J. (2004). A Meta-Analysis of th Relationship Between Market Orientation and Business Performance: Evidence from Five Continents, International Journal of Research in Marketing, 21(June), 179-200.
Deshpande, R., Farley, J. U., & Webster, F. E. (2000). Triad Lessons: Generalizing Results on High Performance Firms in Five Business-to-Business Markets, International Journal of Research in Marketing, 17(4), 353-362.
Doney, P. M., & Cannon, J. P. (1997). An Examination of the Nature of Trust in Buyer-Seller Relationships, The Journal of Marketing, 61(2), 35-51.
Dyer, J. H. (2002). Effective Interfirm Collaboration: How Firms Minimize Transaction Costs and Maximize Transaction Value, Strategic Management Journal, 18(7), 535-556.
Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience, Journal of Marketing, 56(Jan), 6-21.
Han, S. L., & Sung, H. S. (2006). Brand Value and Relationship Performance in the Industrial Markets, Journal of Korean Marketing Association 21(4), 135-164.
Han, S. S., & Yim, D. S (2018). Path Dependence in Industry-University Cooperation - In Terms of industry’s Voluntary Participation, International Journal of Industrial Distribution & Business 9(3), 45-56.
Homburg, C., & Pflesser, C. (2000). A Multiple-Layer Model of Market-Oriented Organizational Culture, Measurement Issues and Performance Outcomes, Journal of Marketing Research, 37(November), 449-462.
Hwang, S., & Suh, E. K. (2017). An Empirical Study on the Vendor’s Opportunism in the Collaboration between Buyer and Vendor, International Journal of Industrial Distribution & Business 8(5), 53-63.
Jap, S. D. (1999). Pie-Expansion Efforts: Collaboration Processes in Buyer-Supplier Relationships, Journal of Marketing Research, 36(4), 461-475.
Jaworski, B. J., & Kohli, A. K. (1993). Market Orientation:Antecedents and Consequences, Journal of Marketing, 57(July), 53-70.
Kalwani, M. U., & Narayandas, N. (1995). Long-Term Manufacturer-Supplier Relationships: Do They Pay Off for Supplier Firms?, The Journal of marketing, 59(1), 1-16.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, The Journal of Marketing, 57(1), 1-22.
Kelly, H. H., & Thibaut, J. W. (1979). Interpersonal Relations - A Theory of Interdependence. Applied Ergonomics, 10(4), 249.
Kim, H. M., Chu, K. H., Lee, S. Y., & Seo, J. C. (2014). The Effects of Transaction Value on Relationship Value and Performance – Focusing on the Interaction Effect of Transaction Value and Compound Relationship, Journal of Distribution Research, 19(1) 101-128.
Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market Orientation: A Meta-Analytic Review and Assessment of Its Antecedents and Impact on Performance, Journal of Marketing, 69(April), 24-41.
Kohli, Ajay K., & Jaworski, Bernard J. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications, Journal of Marketing, 54(2), 1-18.
Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring Customer-Based Brand Equity. Journal of consumer marketing, 12(4), 11-19.
Leonidou, L. C. (2004). Industrial Manufacturer-Customer Relationships: The Discriminant Role of the Buying Situation, Industrial Marketing Management, 33(8), 238-253.
Michell, P., King, J., & Reast J. (2001). Brand Values Related to Industrial Products, Industrial Marketing Management, 30(5), 415-425.
Motameni, R., & Shahrokhi, M. (1998). Brand Equity Valuation: A Global Perspective, Journal of product &Brand Management, 7(4), 275-290.
Möller, K., & Pekka T. (2003). Business Suppliers’ Value Creation Potential: A Capability-Based Analysis, Industrial Marketing Management, 32(2), 109-118.
Narver, J. C., & Slater, S. F. (1990). The Effect of Market Orientation on Business Profitability, Journal of Marketing, 54(October), 20-35.
Narver, J. C., Slatr, S. F., & MacLachlan, D. (2004). Responsive and Proactive Market Orientation and New Product Success, Journal of Product Innovation Management, 21(5), 334-344.
Normann R., & Rafael R. (1994). Designing Interactive Strategy: from Value Chain to Value Constellation, Chichester, UK: Wiley.
Payne, A., & Sue H. (1998). Diagnosing Customer Value:A Review of Value an Framework for Relationship Value Management, Paper Presented at 6th International Relationship Marketing Colloquium, University of Auckland, New Zealand.
Ramanathan, U., & Gunasekaran, A. (2014). Supply Chain Collaboration: Impact of Success in Long-term Partnerships, International Journal of Production Economics, 147(1), 252-259.
Ravald, A., & Christinan G. (1996). The Value Concept and Relationship Marketing, European Journal of Marketing, 30(2), 19-30.
Rust, Ronald T., & Anthony J. Z. (1991). The Value of Customer Satisfaction, Working Paper, Vanderbilt University, June.
Rust, Ronald T., & Anthony J. Z. (1993). Customer Satisfaction, Customer Retention and Market Share, Journal of Retailing, 69(2), 193-215.
Selnes, F., & James S. (2003), Promoting Relationship Learning, Journal of Marketing, 67(3), 80-95.
Shoham, A., Rose, G. M., & Fropp, F. (2005). Market Orientation and Performance: A Meta-Analysis, Marketing Intelligence and Planning, 23(5), 435-454.
Slater S. F., & Narver, J. C. (1994). Does Competitive Environment Moderate the Market Orientation-Performance Relationship?, Journal of Marketing, 58(1), 46-55.
Slater S. F., & Narver, J. C. (1998). Customer-Led and Market-Oriented: Let’s not Confuse the Two, Strategic Management Journal, 19(10), 1001-1006.
Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999). The Role of Perceived Risk in the Quality-Value Relationship: a Study in a Retail Environment. Journal of retailing, 75(1), 77-105.
Ulaga, W., & Andreas E. (2006a). Value-Based Differentiation in Business Relationships: Gaining and Sustaining Key Supplier Status, Journal of Marketing, 70(1), 119-136.
Ulaga, W., & Andreas E. (2006b). Relationship Value and Relationship Quality: Broadening the Nomological Network of Business-to-Business Relationships, European Journal of Marketing, 40(3/4), 311-327.
Yang, J. S., & Lee, S. Y. (2014). The Effects of TSI(Transaction Specific Investment) on Dependence, Trust, Commitment and Re-Contract Intention, Journal of Distribution Science, 12(12), 19-26.
Yim, D. S. (2017). The Relationship among Justice Recognition, Brand Asset Value, Trust, Relation Commitment and Long-Term Orientation: Focused on a Liquor Distribution Company, Journal of Distribution Science, 15(1), 95-104.
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수