Research Article
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Year 2018, Volume: 5 Issue: 1, 1 - 17, 30.03.2018
https://doi.org/10.17261/Pressacademia.2018.803

Abstract

References

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  • Aaker, D., 2003. The power of the branded differentiator, Sloan Management Review, 83-87.
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  • Ashley, C., and Leonard, H.A., 2009. Betrayed by the buzz? Convert content and consumer-brand relationships, Journal of Public Policy and Marketing, 28(2), 212-220. https://doi.org/10.1509/jppm.28.2.212
  • Bendixen, M., Bukasa, K.A., and Abratt, R., 2004. Brand equity in the business-to-business market, Industrial Marketing Management, 33(5), 371-380. https://doi.org/10.1016/j.indmarman.2003.10.001
  • Berry, L.L. 1995. Relationship marketing of services: growing interest, emerging perspectives, Journal of Academy of Marketing Science, 23(4), 236-245.
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  • Brewer, P.C., and Speh, T.W., 2000. Using the balanced scorecard to measure supply chain performance, Journal of Business Logistics, 21(1), 75- 93.
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  • Buil, I., de Charnatony, L., and Martinez, E., 2008. A cross-national validation of the consumer-based bran equity scale, Journal of Product & Brand Management, 17(6), 384-392. https://doi.org/10.1108/10610420810904121
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  • Davis, T., 2003. Effective supply chain management, Sloan Management Review, 34(4), 35-46.
  • Davis, D.F., Golicic, S.L., and Marquardt, A.J., 2008. Branding a B2B service: does a brand differentiate a logistics service provider?, Industrial Marketing Management, 37, 218-227.
  • Davis, D.F., Golicic, S.L., and Marquardt, A., 2009. Measuring brand equity for logistics services, International Journal of Logistics Management, 20(2), 201-212. https://doi.org/10.1108/09574090910981297
  • Deighton, J., 1992. The consumption of performance, Journal of Consumer Research, 19, 362-372. http://www.jstor.org/stable/2489394 Delgado-Ballester, E., 2011. Development and Validation of a Brand Trust Scale.
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  • Doney, P. M., and Cannon, J.P., 1997. An Examination of the Nature of Trust in Buyer-Seller Relationships, Journal of Marketing, 65, 35-51. https://doi.org/10.2307/1251829
  • Dwyer, R.F., Schurr, P.H., and Oh, S., 1987. Developing buyer-seller relationships, Journal of Marketing, 54, 11-27.: https://doi.org/10.2307/1251126
  • Erdem, T., Swait, J., and Valenzuela, A., 2006. Brands as signals: a cross- country validation study, Journal of Marketing, 70(1), 34-49. https://doi.org/10.1509/jmkg.2006.70.1.34
  • Faircloth, J.B., 2005. Factors influencing nonprofit resource provider support decision: applying the brand equity concept to nonprofit, Journal of Marketing Practice and Theory, 9(3), 61-75. https://doi.org/10.1080/10696679.2005.11658546
  • Farquhar, P.H., 1989. Managing brand equity, Marketing Research, 1(3), 24-33.
  • Field, A., 2005. Discovering Statistics Using SPSS (2nd Edition). London: Sage Publication.
  • Ganesan, S., 1994. Determinants of long-term orientation in buyer-seller relationships, Journal of Marketing, 58, 1-19. https://doi.org/10.2307/1252265
  • Glynn, M.S., 2015. Chapter 10 Analyzing the B2B Brand Value Chain, In Business-to-Business Marketing Management: Strategies, Cases and Solutions. Online Publishing.
  • Gordon, G.L., Calantone, R.J., and di Benedetto, C.A., 1993. Brand equity in the business-to-business sector: an exploratory study, Journal of Product and Brand Management, 2(3), 4-16. https://doi.org/10.1108/10610429310046689
  • Gunasekaran, A., Paterl, C., and Tirtiroglu, E., 2001. Performance measures and metrics in a supply chain environment, International Journal of Operations and Product Management, 21( ½), 71-87. https://doi.org/10.1108/01443570110358468
  • Gunasekaran, A., Patel, C., and McGaughey, R.E., 2004. A framework for supply chain performance measurement, International Journal of Production Economics, 87, 333-347. https://doi.org/10.1016/j.ijpe.2003.08.003
  • Gawankar, S., Kamble, S. and Raut, R., 2016. Development, measurement and validation of supply chain performance measurement (scpm) scale in Indian retail sector, Benchmarking: An International Journal, 23(1), 25-60. https://doi.org/10.1108/BIJ-06-2013-0068
  • Han, S. L., and Sung, H.S., 2008. Industrial brand value and relationship performance in business markets- a general structural equation model, Industrial Marketing Management, 37, 807-818. https://doi.org/10.1016/j.indmarman.2008.03.003
  • Hoek, R.I., 1998. Measuring the unmeasurable – measuring and improving performance in the supply chain, Supply Chain Management: An International Journal, 3(4), 187-192. https://doi.org/10.1108/13598549810244232
  • Homburg, C., Klarmann, M., and Schmitt, J., 2010. Brand awareness in business markets: when is it related to firm performance, International Journal of Research in Marketing, 27, 201-212. https://doi.org/10.1016/j.ijresmar.2010.03.004
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SUPPLY CHAIN PERFORMANCE: MEASURING THE IMPACT OF SUPPLY CHAIN ORIENTATION AND BRAND EQUITY

Year 2018, Volume: 5 Issue: 1, 1 - 17, 30.03.2018
https://doi.org/10.17261/Pressacademia.2018.803

Abstract

Purpose- Aim of this study is twofold. First, there is a gap about how brand related factors affects supply chain performance, this study aims to fulfill this gap by extending existing brand theory with a new setting. Second, this study also aims to reveal the perspectives of manufacturing companies regarding their most important suppliers in terms of supply orientation, suppliers’ brand equity and supply chain performance. Methodology- For this purpose, an online questionnaire is prepared and sent to supply chain managers of manufacturing companies in Aegean region. Findings- Study results showed that (1) when a supplier has corporate norms and credibility and commitment values, it positively affects supplier’s brand image and brand trust; (2) suppliers’ brand trust has a positive impact on suppliers’ brand equity; (3) suppliers’ brand equity impacts whole supply chain’s cost & service-based performance; (4) both suppliers’ brand image and brand trust impact whole supply chain’s both cost- & service-based and time- & operation-based performance. Conclusion- This research examines how suppliers' supply chain orientation and brand equity affects overall supply chain performance in the context of manufacturing companies; while, contributing our understanding of brand in B2B service settings. For this purpose, a scale has been developed considering supply chain orientation, brand equity, and supply chain performance. 

References

  • Aaker, D.A., 1991. Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York, NY: The Free Press.
  • Aaker, D.A., 1996. Measuring brand equity across products and markets, California Management Review, 38(3), 102-120.
  • Aaker, D., 2003. The power of the branded differentiator, Sloan Management Review, 83-87.
  • Anderson, J.C., & Narus, J.A., 1990. A model of distributor firm and manufacturer firm working partnership, Journal of Marketing, 54(1), 4258. DOI: https://doi.org/10.2307/1252172
  • Ashley, C., and Leonard, H.A., 2009. Betrayed by the buzz? Convert content and consumer-brand relationships, Journal of Public Policy and Marketing, 28(2), 212-220. https://doi.org/10.1509/jppm.28.2.212
  • Bendixen, M., Bukasa, K.A., and Abratt, R., 2004. Brand equity in the business-to-business market, Industrial Marketing Management, 33(5), 371-380. https://doi.org/10.1016/j.indmarman.2003.10.001
  • Berry, L.L. 1995. Relationship marketing of services: growing interest, emerging perspectives, Journal of Academy of Marketing Science, 23(4), 236-245.
  • Bhatnagar, R., and Sohal, A.S., 2005. Supply chain competitiveness: measuring the impact of location factors, uncertainty and manufacturing practices, Technovation, 25, 443-456. https://doi.org/10.1016/j.technovation.2003.09.012
  • Brewer, P.C., and Speh, T.W., 2000. Using the balanced scorecard to measure supply chain performance, Journal of Business Logistics, 21(1), 75- 93.
  • Bucklin, L.P., and Sengupta, S., 1993. Organizing successful co-marketing alliances, Journal of Marketing, 57,32-46. DOI: https://doi.org/10.2307/1252025
  • Buil, I., de Charnatony, L., and Martinez, E., 2008. A cross-national validation of the consumer-based bran equity scale, Journal of Product & Brand Management, 17(6), 384-392. https://doi.org/10.1108/10610420810904121
  • Cannon, J.P., and Perreault, Jr., W.D., 1999. Buyer-seller relationships in ibusiness markets, Journal of Marketing Research, 36, 439-460. https://doi.org/10.2307/3151999
  • Carpenter, G., and Nakamoto, K., 1989. Consumer preference formation and pioneering advantage, Journal of Marketing Research, 26(3), 285-298. https://doi.org/10.2307/3172901
  • Carroll, B.A., and Ahuvia, A.C., 2006. Some antecedents and outcomes of brand love, Market Letter, 17, 79-89.
  • Celi, L., and Eagle, J., 2008. Ten Megatrends in B2B Marketing, The Economist –Economist Intelligence Unit.
  • Chaudhuri, A., and Holbrook, B.M., 2001. The chain of effects from brand trust and brand affects to brand performance: the role of brand loyalty, Journal of Marketing, 65, 81-93.
  • Christopher, M., 1992. Logistics and Supply Chain Management, Pitmann Publishing, London.
  • Cho, E., 2011. Development of a brand image scale and the impact of lovemarks on brand equity, Published Dissertation, Iowa State University, USA.
  • Cohen, M.A., and Lee, H.L., 1990. Out of touch with customer needs? Spare parts and after sales service, Sloan Management Review, 31(2), 55-66.
  • Davis, S.M., 2000. Brand Asset Management, Jossey-Bass, San Francisco, CA.
  • Davis, T., 2003. Effective supply chain management, Sloan Management Review, 34(4), 35-46.
  • Davis, D.F., Golicic, S.L., and Marquardt, A.J., 2008. Branding a B2B service: does a brand differentiate a logistics service provider?, Industrial Marketing Management, 37, 218-227.
  • Davis, D.F., Golicic, S.L., and Marquardt, A., 2009. Measuring brand equity for logistics services, International Journal of Logistics Management, 20(2), 201-212. https://doi.org/10.1108/09574090910981297
  • Deighton, J., 1992. The consumption of performance, Journal of Consumer Research, 19, 362-372. http://www.jstor.org/stable/2489394 Delgado-Ballester, E., 2011. Development and Validation of a Brand Trust Scale.
  • Dobni, D., and Zinkhan, G.M., 1990. In search of brand image: a foundation analysis, Advances for Consumer Research, eds. Goldberg, M.E., Gom, G., Pollay R.W., Vol.17, pp.110-118.
  • Doney, P. M., and Cannon, J.P., 1997. An Examination of the Nature of Trust in Buyer-Seller Relationships, Journal of Marketing, 65, 35-51. https://doi.org/10.2307/1251829
  • Dwyer, R.F., Schurr, P.H., and Oh, S., 1987. Developing buyer-seller relationships, Journal of Marketing, 54, 11-27.: https://doi.org/10.2307/1251126
  • Erdem, T., Swait, J., and Valenzuela, A., 2006. Brands as signals: a cross- country validation study, Journal of Marketing, 70(1), 34-49. https://doi.org/10.1509/jmkg.2006.70.1.34
  • Faircloth, J.B., 2005. Factors influencing nonprofit resource provider support decision: applying the brand equity concept to nonprofit, Journal of Marketing Practice and Theory, 9(3), 61-75. https://doi.org/10.1080/10696679.2005.11658546
  • Farquhar, P.H., 1989. Managing brand equity, Marketing Research, 1(3), 24-33.
  • Field, A., 2005. Discovering Statistics Using SPSS (2nd Edition). London: Sage Publication.
  • Ganesan, S., 1994. Determinants of long-term orientation in buyer-seller relationships, Journal of Marketing, 58, 1-19. https://doi.org/10.2307/1252265
  • Glynn, M.S., 2015. Chapter 10 Analyzing the B2B Brand Value Chain, In Business-to-Business Marketing Management: Strategies, Cases and Solutions. Online Publishing.
  • Gordon, G.L., Calantone, R.J., and di Benedetto, C.A., 1993. Brand equity in the business-to-business sector: an exploratory study, Journal of Product and Brand Management, 2(3), 4-16. https://doi.org/10.1108/10610429310046689
  • Gunasekaran, A., Paterl, C., and Tirtiroglu, E., 2001. Performance measures and metrics in a supply chain environment, International Journal of Operations and Product Management, 21( ½), 71-87. https://doi.org/10.1108/01443570110358468
  • Gunasekaran, A., Patel, C., and McGaughey, R.E., 2004. A framework for supply chain performance measurement, International Journal of Production Economics, 87, 333-347. https://doi.org/10.1016/j.ijpe.2003.08.003
  • Gawankar, S., Kamble, S. and Raut, R., 2016. Development, measurement and validation of supply chain performance measurement (scpm) scale in Indian retail sector, Benchmarking: An International Journal, 23(1), 25-60. https://doi.org/10.1108/BIJ-06-2013-0068
  • Han, S. L., and Sung, H.S., 2008. Industrial brand value and relationship performance in business markets- a general structural equation model, Industrial Marketing Management, 37, 807-818. https://doi.org/10.1016/j.indmarman.2008.03.003
  • Hoek, R.I., 1998. Measuring the unmeasurable – measuring and improving performance in the supply chain, Supply Chain Management: An International Journal, 3(4), 187-192. https://doi.org/10.1108/13598549810244232
  • Homburg, C., Klarmann, M., and Schmitt, J., 2010. Brand awareness in business markets: when is it related to firm performance, International Journal of Research in Marketing, 27, 201-212. https://doi.org/10.1016/j.ijresmar.2010.03.004
  • Hoyer, W.D., and Brown, S.P., 1990. Effects of brand awareness on choice for a common, repeat purchase product, Journal of Consumer Research, 17, 141 – 148. http://www.jstor.org/stable/2626806
  • Hutton, J., 1997. A study of brand equity in an organizational context, Journal of Product and Brand Management, 6(6), 428-439. https://doi.org/10.1108/10610429710190478
  • Jaworski, B.J., and Kohli, A.K., 1993. Market orientation: antecedents and consequences, Journal of Marketing, 57(3), 53-70. https://doi.org/10.2307/1251854
  • Keller, K.L., 1993. Conceptualizing, measuring and managing customer-based brand equity, Journal of Marketing, 57, 1-22. https://doi.org/10.2307/1252054
  • Keller, K.L., 2001. Building customer-based brand equity: a blueprint for creating strong brands, Marketing Science Institute, Working Paper, 01- 107.
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Details

Primary Language English
Journal Section Articles
Authors

Ebru Surucu 0000-0002-1224-944X

Gul Denktas Sakar 0000-0002-1072-6150

Publication Date March 30, 2018
Published in Issue Year 2018 Volume: 5 Issue: 1

Cite

APA Surucu, E., & Denktas Sakar, G. (2018). SUPPLY CHAIN PERFORMANCE: MEASURING THE IMPACT OF SUPPLY CHAIN ORIENTATION AND BRAND EQUITY. Journal of Management Marketing and Logistics, 5(1), 1-17. https://doi.org/10.17261/Pressacademia.2018.803

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