The Effect of Collaboration, Service Quality and Innovation Capability to Brand Equity and Transaction Cost, Using Country of Origin Effect as a Moderator Factor

• Main Authors: Sen-KaiYang, 楊森凱
• Other Authors: Chia-Ling Liu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/09457447898572233169

碩士 === 國立成功大學 === 企業管理學系專班 === 100 === A well-known B2C brand is still scarce in Taiwan’s industrial environment. Trades among firms are always emphasized. Therefore, the research of B2B Branding is obviously critical. This research using three aspects: collaboration, service ability and innovation capability investigates their affect to Brand Equity. Besides, this study would also try to find out the relation between Brand Equity and Transaction Cost Reduction. Because of globalization and labor division, it is relatively difficult to find out a product or a service provided simply by one country. In B2C market, Country of Origin has been discussed for a long time. However, only few research discussed about this phenomenon. As a result, this research will use country of origin as a moderator factor and try to discover whether it can moderate the relation between Brand Equity and Transaction Cost Reduction or not. According to this research, we find out three main results as follows: 1. collaboration, service quality and innovation capability are positively related to Brand Equity. 2. The firms which choose partners with high brand equity are able to reduce the transaction cost effectively. 3. The country of origin will moderate the relationship between Brand Equity and Transaction Cost.