A Study On The Effect Of The Relationship Quality On The Inter-organizational Collaboration Performance Of Brand Alliance

Brand alliance has been widely used in the industry.The effective promotion of the value of the brand alliance needs to be achieved through efficient inter-organizational col laboration.The quality of relationship between affiliated enterprises is one of the most im portant factors influencing the cooperative behavior among alliance organizations,and pl ays an important role in the inter-organizational collaboration performance.Inter-organiza tional communication is accompanied by inter-organizational collaboration.Therefore,it is an urgent problem to reveal the mechanism of relationship quality and inter-organizati onal communication to the inter-organizational collaboration performance.This article embarks from the perspective of social exchange theory.Firstly,we con ducted exploratory research on relationship quality,inter-organizational communication a nd inter-organizational collaboration performance through case study,and concluded the measurement dimension of relationship quality by the tie-up theory.Secondly,we constr uct the whole model of the relationship quality,the communication between organization s and the inter-organizational collaboration performance,and put forward the correspondi ng theoretical hypothesis.Furthermore,we conducted empirical tests through large-scale questionnaires,statistical analysis and other research methods.The results show that the r elationship quality can be divided into four dimensions: trust,commitment,cooperation a nd relationship specification.These four dimensions have a positive effect on inter-orga nizational communication.These four dimensions have a positive effect on the objective and subjective indicat ors of inter-organizational collaboration performance;Inter-organizational communicatio n has a positive effect on the objective and subjective indicators of inter-organizational c ollaboration performance;Inter-organizational communication has a mediating effect in the relationship between relationship quality and inter-organizational collaboration performance.