c عنوان انگلیسی مقاله:

 Stakeholder relationships, brand equity, firm performance: A resource-based perspective

ترجمه عنوان مقاله: روابط ذینفعان، ارزش ویژه برند، عملکرد شرکت: دیدگاه مبتنی بر منابع

رشته: مدیریت بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 8 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

The present research investigates the links among stakeholder relationships, corporate brand equity, and firm performance. Using the resource-based theory (RBT), the authors propose an integrative conceptual framework in which a firm’s relationships with multiple stakeholders drive corporate brand equity, which then leads to firm performance. The empirical analysis features firm-level, secondary data from a sample of 282 firm-year observations obtained from 81 multinational companies during 2005–2008. The empirical results indicate a positive relationship between the quality of stakeholder relations and brand equity. Furthermore, brand equity mediates the link between stakeholder relations and firm performance. This research thus offers new insights into the strategic effects of stakeholder relationships in a brand domain.

Keywords: Resource-based theory; Stakeholder relations; Brand equity; Brand co-creation; Dynamic capabilities; Firm performance

مقدمه مقاله

The evolution of the marketing domain, to go beyond the customer, includes a broad set of stakeholders (Frow & Payne, 2011; Hillebrand, Driessen, & Koll, 2015; Hult, 2011; Hult, Mena, Ferrell, & Ferrell, 2011). A firm’s relationships with stakeholders, such as investors, employees, suppliers, distributors, customers, and partners, are valuable resources that can help the firm compete better in the marketplace (Hillebrand et al., 2015) and serve as important precursors of stakeholder value. Accordingly, recent research devotes more attention to the role of stakeholders as brand value co-creators (e.g.,Vallaster & von Wallpach,2013). More than affecting the product brand, stakeholder relations help shape a firm’s corporate brand (Schwaiger & Sarstedt, 2011)

 

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