Role of brand equity and competitive strategies in the relation between horizontal alliances and its benefits
Role of brand equity and competitive strategies in the relation between horizontal alliances and its benefits
复制标题
品牌资产和竞争策略在横向联盟及其效益关系中的作用
DOI：
10.1108/jbim-02-2021-0115
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发表时间：
2022
期刊：
影响因子：
--
通讯作者：
Hu Bin
中科院分区：
文献类型：
--
作者：
Kim Changju;Hu Bin
PurposeDrawing的资源为基础的观点，本研究的目的是调查的条件下，中小型零售商可以提高竞争优势，通过透镜的品牌资产和战略的竞争优势，在零售buyinggroup.Design/方法/approachThis研究收集了241个样本，从中小型超市零售商谁加入零售buyinggroup.FindingsThis研究提供了两个关键的发现。首先，研究结果表明，购买集团的品牌资产部分中介成员零售商的战略整合和他们的购买集团利益之间的关系。第二，差异化倾向较强的成员零售商加强了战略整合对购买群体品牌资产和购买群体利益的正向影响。低成本导向的调节作用没有被发现是显着的。Practical implicationsTo突出的可持续增长的小型和中型零售商在零售购买集团，这往往是在现存的文献中被忽视，这项研究提供了实际的指导购买集团的品牌资产的重要性。此外，基于研究结果，本文假设，成员零售商追求差异化取向，而不是低成本取向，更有利于零售购买群体的关系成果和绩效后果。独创性/价值通过概念化的品牌资产在零售购买群体，这项研究提出了一种新的零售管理方法，调查如何购买集团的品牌资产与战略整合，从成员零售商的角度来看，竞争优势和购买群体的战略受益。
PurposeDrawing on the resource-based view, this study aims to investigate the conditions under which small- and medium-sized retailers can improve competitive benefits through the lens of brand equity and strategies for competitive advantage in retail buying groups.Design/methodology/approachThis study collected 241 samples from small- and medium-sized supermarket retailers who joined retail buying groups in Japan.FindingsThis study offers two key findings. First, the results indicate that a buying group’s brand equity partially mediates the relationship between member retailers’ strategic integration and their buying group benefits. Second, member retailers with a stronger differentiation orientation strengthen the positive impact of strategic integration on the buying group’s brand equity and buying group benefits. The moderating effects of low-cost orientation were not found to be significant.Practical implicationsTo highlight the sustainable growth of small- and medium-sized retailers in retail buying groups, which are often ignored in the extant literature, this study offers practical guidance on the importance of a buying group’s brand equity. In addition, based on the findings, this paper postulates that member retailers pursuing differentiation orientation, rather than low-cost orientation, are more beneficial to retail buying groups in terms of relational outcomes and performance consequences.Originality/valueBy conceptualizing brand equity in retail buying groups, this study suggests a novel approach for retail management that investigates how a buying group’s brand equity is linked to strategic integration, strategies for competitive advantage and buying group benefits from the viewpoint of member retailers.
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