Does brand equity matter in small retailers' horizontal strategic alliances?
Does brand equity matter in small retailers' horizontal strategic alliances?
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DOI：
10.1016/j.indmarman.2022.04.001
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发表时间：
2022-05
影响因子：
10.3
通讯作者：
Changju Kim;Ryuta Ishii;Jin Yong Park
中科院分区：
文献类型：
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作者：
Changju Kim;Ryuta Ishii;Jin Yong Park
本研究以品牌资产文献与交易成本经济学为基础，探讨成员零售商策略行为对零售购买集团品牌资产的影响，以及在横向策略联盟的背景下，成员零售商策略行为与其财务绩效的关系。使用从241家加入日本零售购买集团的中小型超市零售商收集的调查数据对假设进行了检验。研究结果表明，关系型投资直接提高了购买群体的品牌资产，并加强了品牌资产对财务绩效的积极影响。此外，虽然基于合同的被动机会主义削弱了购买群体的品牌资产的积极作用，基于响应的被动机会主义直接贬值这样的品牌资产。我们的结果对总部经理设计和管理零售购买群体产生了影响。
Drawing on brand equity literature and transaction cost economics, this study investigates the impact of member-retailers' strategic behaviors on the retail buying group's brand equity and how such behaviors are associated with their financial performance in the context of horizontal strategic alliances. The hypotheses were tested using survey data collected from 241 small- and medium-sized supermarket retailers joining retail buying groups in Japan. The study offers evidence that relationship-specific investment directly improves the buying group's brand equity as well as strengthens the brand equity's positive effect on financial performance. Additionally, while contract-based passive opportunism weakens the positive effect of the buying group's brand equity, response-based passive opportunism directly depreciates such brand equity. Our results generate implications for headquarter managers to design and govern retail buying groups.