摘要
本文以信息整合理论为依据,将供应商产品特征视为其实施品牌导向的前置变量,并把供应商产品特征划分为产品重要性与产品复杂性两类,探讨不同产品特征与品牌导向的关系。对184家制造型供应商数据进行实证分析,结果发现,供应商产品重要性与品牌导向具有倒U型关系,产品复杂性与品牌导向具有U型关系,同时市场竞争强度会增强上述两组变量间的非线性关系。
Based on the information processing theory , this paper views supplier＇s product characteristics as the anteced-ents of brand orientation , divides supplier＇s product characteristics into two categories of product importance and product com -plexity, and explores the relationship between different product characteristics and brand orientation .The research empirical analyzes the data from 184 manufacturing suppliers and findings show that there is an inverted U-shaped relationship between product importance of supplier and its brand orientation , whereas the product complexity of supplier and its brand orientation exhibits a U-shaped relationship.Moreover, market competition intensity enhances the nonlinear relationship between the a-bove two sets of variables.
出处
《财经论丛》
CSSCI
北大核心
2016年第8期76-85,共10页
Collected Essays on Finance and Economics
基金
国家自然科学基金资助项目(71572083
71302065)
关键词
产品特征
品牌导向
市场竞争强度
制造型供应商
product characteristics
brand orientation
market competition intensity
manufacturing suppliers
