B2B品牌资产的来源路径:真情VS人情

Sources of B2B Brand Equity in Chinese Transition Economies Context: Truth vs. Renqing

在转型经济背景下的中国,供应商品牌获取资产的路径是出于认知论的"品牌真情"还是源于关系论的"品牌人情",尚未有理论涉及。本文将认知与关系视角统和在一个研究框架内,构建了本土化B2B品牌资产来源路径模型,并以民族B2B企业内的采购人员为调查对象,对相关假设进行了实证检验。研究结果表明:品牌形象,作为实现B2B品牌资产的"真情路径",既对品牌忠诚有直接影响,还可通过品牌满意对品牌忠诚有间接影响;品牌人情,作为实现B2B品牌资产的"人情路径",对品牌忠诚没有直接影响,品牌人情需要经过品牌满意的传导间接对品牌忠诚起作用。

There’s few study related to the sources of B2B brand equity that stem from brand truth of cognitive theory or renqing of relationship theory in the context of Chinese transition economies.This paper integrates the cognitive perspective and relationship perspective of the brand equity research into a framework to build indigenous sources model of B2B brand equity and conducts an empirical study on the relevant assumptions by the survey of procurement staff from domestic B2B enterprises.The results show that B2B brand image,as a＂truth path＂to B2B brand equity,not only has a direct impact on brand loyalty,but also an indirect effect by brand satisfaction.The brand Renqing,as a ＂Renqing path＂ to B2B brand equity,has no direct impact on brand loyalty,but it has an indirect impact on brand loyalty by the transmission of brand satisfaction.