供应商市场资产对产业品牌价值的影响

The Effects of Supplier's Market-based Asset on Industrial Brand Value

从采购商视角出发,以资产为基础构建供应商市场资产与产业品牌价值关系模型,对198家采购商样本数据进行实证分析,发现供应商的顾客资产不仅直接正向影响产业品牌价值,还能通过品牌关联的中介作用提升产业品牌价值;创新资产通过品牌关联而影响产业品牌价值,产品重要性对顾客资产与品牌关联关系的调节作用不显著,但能够强化创新资产对品牌关联的正向影响。本文期望为供应商选择与配置市场资产、提高产业品牌价值提供借鉴。

From the perspective of purchaser,this paper constructs the relationship model of supplier＇ s market-based asset and industrial brand value based on asset to empirically analyze the data from 198 purchasers,findings that supplier＇s customer asset not only directly positively impacts industrial brand value,but also improves industrial brand value through mediating effect of brand relevance; innovation asset affects industrial brand value through brand relevance,the moderating effect of product importance on relationship between customer asset and brand relevance is not significant,while it can strengthen the positive effect of innovation asset on brand relevance. This paper hopes to provide reference for supplier to select and configure market-based asset and improve industrial brand value.