Empirical Study of Moderating Effects in Growth Mechanism of the High-Tech BtoB Brand

摘要：

On the framework of BtoB brand growth mechanism, in addition to the main effect, a variety of factors play a moderating role for brand growth. This study focused on the moderating function of product knowledge and stake holding. Based on this conclusion, a survey tool for moderating factors is created and the moderating model mentioned above is tested by developing structural equation models (SEM) using Partial Least Squares (PLS) method based on evidence from the customers of high-tech BtoB brand in china.

关键词： High-tech BtoB brand Growth mechanism moderating effect Brand trust

作者: Wang Xingyuan Wang Yi Yu Wei

作者单位: School of Management, Shandong University, P.R.China, 250100

会议类型: 国际会议

会议名称: 第六届管理学国际会议(Proceedings of ICM2007 the 6th International on Management)

会议地点: 武汉

会议语种:英文

页码: 1016-1022

在线出版日期: 2007-08-03（万方平台首次上网日期，不代表论文的发表时间）