基于品牌关联视角的B2B品牌投资决策研究

Study on the Brand Investment Decision from the Perspective of B2B Brand Relevance

B2B品牌对企业顾客购买决策的影响越来越大,但该作用是否会因产品类别以及品牌功能的不同而有所差异,理论界已有的解释尚不充分。基于买卖双方品牌投资的专用性不同,本文将B2B产品划分为四类,并将B2B品牌功能划分为风险减压、信息成本节约、形象和关系四类,以品牌关联度为因变量构建了理论模型。通过对企业采购人员进行实证调查发现:买卖双方均做投入的产品在品牌关联性上大于单方面投入以及买卖双方均不做投入的产品;品牌的信息成本节约、风险减压和形象塑造功能均对品牌关联性有正向影响,而品牌友谊功能对品牌关联性的影响未能通过检验。上述结论为B2B企业认清品牌投资的必要性以及品牌建设方向提供了理论支持。

This paper integrates product categories, brand functions and brand relevance as dependent variables into a theoretical model and conducts an empirical study by the survey of procurement staff from domestic B2B enterprises. The results show that the brand relevance degree of products invested by buyers and sellers is greater than the categories by single or no investment. It also confirms that B2B brand benefits of information cost reduction, risk reduction and image have a positive impact on brand relevance while brand friendship has no impact. The conclusion provides a theoretical support for B2B enterprises to make clear the necessity of brand investment and the direction of brand building.