Research On The Impact Of B2B Supplier Brand Orientation And Market Assets Synergy On Brand Performance

With the impact of economic globalization,the homogeneity of products and services in the industrial market is serious.In order to get rid of this dilemma and form their own differentiated advantages,more and more companies have begun to attach importance to brand-oriented strategies.Branding is not only a key factor for product success in the consumer market,but has also become an important marketing strategy for suppliers to compete in the industrial market.Excellent B2 B brands have appeared in various industries in the international industrial market,such as GE in the electrical industry,IBM in the electronics industry,and Tata in the steel industry.These suppliers have improved their position in the industrial market by shaping strong brands.Strengthened its right to speak in the industry chain.At present,most academic researches on brand orientation regard brand orientation as a single type of strategic orientation,and mainly focus on the single relationship between brand orientation and performance,which cannot fully reflect the core role of different B2 B brand values in the branding process.Based on this,from the perspective of the buyer,this study uses the co-creation behavior of the buyer's brand value as a mediating variable for the implementation of the brand orientation of the supplier,selects the innovation assets and customer assets of the supplier's market assets,and explores the synergy between different assets and brand orientation The impact of role on brand performance.At the same time,referring to the existing research results,the buyer 's brand value co-creation behavior is divided into participation behavior and citizen behavior,and a theoretical model of “B2B brand orientation and market asset synergy—value co-creation behavior—brand performance” is constructed and carried out.Empirical test.Through empirical analysis,it is found that the synergy between brand orientation and innovative assets has a significant impact on buyer participation behavior,but has no significant effect on the buyer's citizenship behavior;brand orientation and customer asset synergy have significant effects on buyer participation behavior and citizenship behavior;Participation behavior and citizenship behavior can effectively improve the brand performance of suppliers;network capabilities positively regulate the impact of brand orientation and innovation asset synergy on buyer participation behavior,and brand orientation and customer asset synergy on buyer participation behavior and citizen behavior However,the moderating effect of network capabilities on the relationship between brand orientation and innovation asset synergy and buyer citizenship behavior is not significant.Therefore,on the one hand,suppliers should make reasonable use and allocation of market assets and dynamically adjust corporate brand implementation strategies according to their own circumstances and external environment;on the other hand,they should pay attention to the co-creation of buyers' brand value in the process of improving brand performance.Influence,strengthen exchanges and interactions with buyers,and strengthen the buyer 's value and create ideas together.