SUPPLY CHAIN PERFORMANCE: MEASURING THE IMPACT OF SUPPLY CHAIN ORIENTATION AND BRAND EQUITY

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. 

Keywords

• Brand equity,brand image,brand trust,supply chain orientation,supply chain performance

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