Impact Of Brand Orientation On Brand Equity Of B2B Service Firms

Along with the speedy process of globalization and the formation of buyer market，foreign companies are seeking to enter the Chinese market. Meanwhile，the process ofinternationalization of Chinese enterprises is speeding up especially for the serviceenterprises which are in the fierce competition market. For the service providers，brand isthe important recognition of the value and commitment to the customers. As a result，it isthe inevitable strategic choice to cultivate the local service brand for the Chinese serviceenterprises.Based on the system sort out about the related literature at home and abroad，thisresearch build the formation of brand equity which drives from the interaction amongenterprises，employees and customers，to explore the brand formation and brand deliverybetween the enterprises and the employees，and then impact the brand equity between theemployees and customers. This survey chooses Chinese enterprises as the researchobjects，and collects data through a questionnaire survey. Analyze data and test theconceptual model by using the statistical software such as SPSS17.0and LISREL8.70.Based on the survey of218China s local service enterprises，this study find that thecultivation of corporate brand orientation will produce three effects. First，it is conducivefor brand impression on the organization level and to establish the good relationshipbetween the organizations. Second，it contribute to accumulate the internal brand equitywhich in turn prompt the staff to improve the qualities of service and personal relationshipbetween the customers. Third，the interaction between employee and customer will helpthe latter to cumulate positive brand knowledge and finally form a positive brand response.This study explores the formation mechanism of the service enterprise s brand equity fromthe perspective of the interaction. This study also provides insightful implication forChinese service enterprises to build brand equity in the fierce market.