[논문]B2B 거래에서 브랜드가치, 관계가치, 시장지향성 그리고 성과에 관한 연구

박승환; 한상설

doi:10.13106/ijidb.2018.vol9.no9.53.

B2B 거래에서 브랜드가치, 관계가치, 시장지향성 그리고 성과에 관한 연구
The Relation among Brand Value, Relationship Value, Market Orientation and Performance in B2B 원문보기

International journal of industrial distribution & business = 산경연구논집, v.9 no.9, 2018년, pp.53 - 62

박승환 (Department of Business Administration, Dankook University) , 한상설 (Department of Business Administration, Dankook University)

Abstract ▼ AI-Helper

Purpose - The focus of this study is to investigate the structural influences such as brand value, relationship value, market orientation, long-term orientation, and performance. The effects of brand value and relationship value on the differences on transaction performance in b2b was investigated. Research design, data, and methodology - The subject of this study was a liquor and beverage distribution company that deals in b2b. The research hypothesis is based on literature of the preceding research analysis of brand value, relationship value, market orientation and long-term orientation. This study has constructs that was defined operationally by referencing previous studies. Operational questionnaire was used to investigate the target key staff who work in the liquor and beverage distribution company. 178 survey data were used for empirical analysis to prove the hypothesis. This study used structural equation techniques(AMOS) to prove the research hypothesis. Results - The main results of this empirical study were as follows. First, supplier's brand awareness has a positive effect on market orientation, but did not affect long-term orientation. Brand awareness of suppliers indicates that they are not directly related to long-term orientation. Second, supplier's brand image has a positive effect on market orientation and long-term orientation in b2b transaction. So, the brand image and reputation of the supplier suggest that it is important for the b2b transaction to have a market orientation tendency or a long-term orientation. Third, supplier's relationship value has a positive effect on long-term orientation, but does not affect market orientation. Relationship value indicates that they are not directly related to market orientations of the buyer. Fourth, Market orientation has a positive effect on long-term orientation and marketing performance and long-term orientation has a positive effect on marketing performance in b2b. Additionally, the buyers market and long term orientation are important factors in marketing performance in b2b. ' Conclusions - Based on empirical results, this study confirmed that brand image rather than brand awareness positively influenced long-term orientation as well as market orientation in b2b. Relationship value can be found in transactions, which is important for long-term orientation. Especially, these findings are suggestive in the consumer goods distribution market.

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핵심어	질문	논문에서 추출한 답변
	브랜드 자산 가치의 중요 요인에는 어떠한 것이 있는가?	Aaker(1991)는 브랜드 자산 가치를 제시하면서 브랜드 인지도(awareness), 브랜드 충성도(loyalty), 지각된 품질(perceived quality), 연상(association) 등이 중요한 요인으로 설명하고 있다. 일반적으로 브랜드 가치는 브랜드로 인하여 추가적으로 발생되는 전반적인 가치를 의미한다.
	기업 간 거래란 무엇인가?	기업 간 거래(B2B) 시장은 다양한 분야에서 성장하고 있으며, 활동범위도 제품에 국한되지 않고 제조업체, 유통업체, 정 부기관 등 기업이나 조직이 구매하는 제공물(offerings)을 효과적으로 거래하는 형태로 확장되고 있다. 기업 간 거래(Business to Business)는 기업과 기업 사이에서 이루어지는 제품, 서비스 또는 정보 등 여러 형태의 제공물(offerings)에 대한 거래를 의미하고 있다. 기업 간 거래가 이루어지는 과정에는 조직간 접점에서의 의사소통과 더불어 구매과정, 유통과정 등의 거래행위가 수반되게 된다.
	공급기업의 브랜드 자산 가치가 클수록 B2B 거래에서 영향력이 큰 이유는?	특히 최종 소비재를 유통하는 B2B 거래에서는 더욱 클 것으로 본다. 최종 소비재일 경우 해당 제품의 브랜드 가치는 구매업자가 그들의 고객에 대하여 보다 지향적이며, 시장 지향적인 관점이 높아질 것으로 판단된다. 왜냐하면, 브랜드 가치는 궁극적으로 최종 사용자에게 매우 중요한 요인이기 때문이다. 이러한 맥락에서 B2B 거래에서 제공업자의 브랜드 가치가 구매업자에게 어떻게 인식되어지는지, 거래 행동에 어떠한 영향을 미치는지를 알아보고자 한다.

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