基于B2B2C视角的B2B品牌资产影响因素研究

A Study of the Factors Affecting B2B Brand Equity:from the Perspective of B2B2C

目前B2B品牌价值日益显现,有关B2B品牌资产的来源问题也受到学术界重视,但B2B品牌资产是否受到B2C市场的影响,理论界的解释尚不充分。基于B2B2C视角,引入终端市场拉力和品牌敏感度作为中介变量,以品牌忠诚度作为因变量探讨了B2B成分品牌资产来源问题。调查发现:成分显示度、成分资源性、成分复杂性、消费市场投入均对终端市场拉力有正向影响,服务支持对其影响不显著;成分资源性、消费市场投入以及服务支持对品牌敏感度有正向影响,成分显示度和成分复杂性对其影响不显著;终端市场拉力和品牌敏感度都正向影响品牌忠诚度。上述结论为B2B企业实施跨位营销、联合营销,扩大产业链影响提供了理论依据。

At present, the value of B2B brand is becoming increasingly obvious, and the question about the sources of B2B brand equity has also received academic attention. However, the theoretical cycle has not made sufficient explanation concerning whether B2B brand equity has been affected by B2B markets. From the perspective of B2B2C, this paper takes the terminal market pull and the brand sensitivity as the mediating variables and the brand loyalty as the dependent variable to explore the source of brand equity with B2B element. The results show that the visuality, resource and com- plexity of the ingredients and the consumer market investment have a positive impact on the terminal market pull, while the impact of service support is not significant. The ingredient resource, the con- sumer market investment and the service support have a positive impact on brand sensitivity, while ingredient visuality and ingredient complexity have no significant impact. The terminal market pull and the brand sensitivity have a positive impact on the brand loyalty. The above-mentioned conclusion has provided theoretical basis for B2B enterprises to carry out cross marketing and joint marketing and to expand the influence of industrial chain.