Supply chain performance: Measuring the impact of supply chain orientation and brand equity

OpenAlex İngilizce

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.