Research On Influence Of Suppliers’ Brand Orientation On Repurchase-intention Through Purchasers’ Perceived Benefit As Mediator

With the development of information technology, the competition in different markets is more and more intense. As a result of this, market homogeneity is more serious than ever. Both for B2B and B2C market, it won’t work any longer to win the customers with high quality of products and services. To stand out in a homogeneous market, you must have a strong brand. In the consumer market, the brand strategy’s success is obvious to all. Which, of course, greatly stimulated the development of the brand orientation in industrial market. Companies such as Intel, Xiao dragon are carrying out brand orientation strategy and on their way to success as well. More and more enterprises realize the importance of brand. They take brand as the core of enterprise strategy and carry out brand orientation strategy. Academic research on brand orientation mainly focus on influences brand orientation could have on business performance, characteristics of enterprises with brand orientation strategy, measurement scale of it etc., under the industry market background. Moreover, most of the studies were carried out from the view of suppliers.Based on the perspective of purchasers, this article aims to examine the relationship between brand orientation and repurchase-intention accompanied with the purchaser perceived benefit as mediator variable in the business-to-business (B2B) environment. Based on the literature review, a testable model regarded to the relationships among’brand orientation’,’repurchase-intention’ and ’perceived benefits’will be proposed. In this model, these three variables would be treated as the antecedents, outcome and mediator to analyze their relationship. Also, this study develops a measurement scale about brand orientation from purchasers’ perspective. According to the previous studies, perceived benefits could be divided into three dimensions:performance value, relationship value, and co-creation value.The results of empirical research show that brand orientation have positive effects on performance value and relationship value. And both three kinds of perceived benefits have a significant impact on repurchase-intention. Meanwhile, performance value and relationship value have partial mediation effects in this model. However, the effect between brand orientation and co-creation value is not significant and co-creation value do not have mediation effects in this model.