摘要
通过实证调查研究品牌导向、价值链整合对企业绩效的影响机制.采用不同行业制造企业的样本数据,运用结构方程技术验证了品牌导向、价值链整合与品牌权益和企业绩效之间的关系模型.结果表明,品牌导向和价值链整合对品牌权益和企业绩效有正向影响,品牌权益在品牌导向与企业绩效关系中起完全中介作用,品牌权益在价值链整合与企业绩效关系中起部分中介作用.
An empirical study is undertaken to investigate the influence mechanism of brand orientation and value chain integration on firm performance. Using the data collected from manufacturing enterprises in different industries, structural equation model is constructed to verify the relationships among brand orientation, value chain integration, brand equity and firm performance. The empirical findings indicate that brand orientation and value chain integration have active influence on firm performance, and brand equity fully mediates the relationship between brand orientation and firm performance while partially mediates the relationship between value chain integration and firm performance.
出处
《东华大学学报（自然科学版）》
CAS
CSCD
北大核心
2013年第5期675-681,共7页
Journal of Donghua University(Natural Science)
基金
国家自然科学基金资助项目(71202066
71202067)
教育部人文社会科学基金资助项目(12YJC630320)
关键词
品牌导向
价值链整合
品牌权益
企业绩效
brand orientation
value chain integration
brand equity
firm performance
