The spillover effect of companies' brands in B2B relationships : the role of governance form choice
Master thesis
Permanent lenke
http://hdl.handle.net/11250/94957Utgivelsesdato
2014-02-12Metadata
Vis full innførselSamlinger
- Master of Science [1800]
Sammendrag
In marketing literature there is a large gap in understanding the importance of
brands and brand management in interorganizational relationships. This thesis
aims to extend the existing B2B branding literature by analyzing the spillover
effect of companies’ brands in interorganizational relationships. The current paper
suggests that relational governance form should be positively related to brand
spillover effect on both focal and partner companies. Additionally, this thesis is
testing whether the relationship between reputation, resources and contracting
capabilities with brand spillover effect is strengthened (weakened) while
moderated by governance forms. These ideas are examined using a sample of 86
Ukrainian B2B managers. By means of hierarchical regression analyses it is found
that (1) there is a significant positive relationship between relational governance
form and the extent of spillover effect of brands in B2B relationship for partner
firm; (2) the relationship between contracting capabilities and brand spill-over
effect for partner firm is weakened while moderated by formal governance; (3) the
direct relationship between reputation of a partner firm with brand spillover effect
for a focal company is positive; and (4) positive relationship between reputation
of a focal firm with brand spill-over effect for a partner company is strengthened
while moderated by the relational governance form. Based on the results
theoretical and managerial implications are provided.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2014