• Proceedings of the Korean DIstribution Association Conference
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• 2005.11a
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• pp.29-51
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• 2005

Brands are important in the consumer market. They are the interface between consumers and the company, consumers may develop loyalty to brands. also, The late development of industrial marketing explains the near absence of research on Brand Equity in business to business. With recent change, industrial companies have shifted from a production focus to a customer focus. industrial brand is fast developing. The basic purpose of this study is to investigate industrial brand trust and loyalty affecting the Result of business relationship between industrial buyers and suppliers. Factors hypothesized to influence trust in a brand include a number of brand characteristics, company characteristics and consumer-brand characteristics. This research presented a comprehensive constructive model consisting of components of industrial brand trust and loyalty, and then propose the research model base on prior researches and studies about relationships among components of industrial brand loyalty. Data were gathered from respondents who work in industrial buying center. For this study, Data were analyzed by SPSS 10.0 and AMOS 4.0. The results of this research analysis were as fallow. Industrial brand trust and loyalty were positively related with a number of industrial brand characteristics, supplier characteristics and buyer-brand characteristics. relationship commitment. This research newly proposed the concept of 'industrial brand trust and loyalty affecting the Result of business relationship between industrial buyers and suppliers'

• The Journal of the Convergence on Culture Technology
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• v.7 no.4
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• pp.693-704
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• 2021

This study empirically verified the effect of strategic orientation on information technology(IT) competency and corporate performance for organizational members engaged in small and medium-sized enterprises (SMEs). In the research model proposed in this study, strategic orientation affects corporate performance, and IT competency is used as a mediating variable in this process. For this study, a survey was conducted on organizational members working in small and medium-sized manufacturers located in Ulsan Metropolitan City. A total of 320 questionnaires were distributed, and 277 copies were used in this study. The collected data were statistically analyzed using SPSS 24.0. The research results are as follows: First, customer orientation, market orientation, and technology orientation of strategic orientation were found to have a positive (+) effect on both information technology knowledge and information technology operation of IT competency. And it was found that both customer orientation and technology orientation of strategic orientation only affects the information technology infrastructure of IT competency. Second, it was found that customer orientation and technology orientation of strategic orientation had a positive (+) effect on corporate performance, but market orientation had no effect on corporate performance. Third, it was found that information technology knowledge, information technology operation, and information technology infrastructure of IT competency had a positive (+) effect on corporate performance. Fourth, as a result of examining the mediating effect of information technology competency between strategic orientation and corporate performance, information technology knowledge, information technology operation, and information technology infrastructure of IT capability were found to have a partial mediating effect between customer orientation and technology orientation of strategic orientation and corporate performance. These research results suggest that in today's fourth industrial revolution era, customer-oriented and technology-oriented management strategies should be established to improve the competitive advantage and performance of small and medium-sized enterprises(SMEs) in the supply chain with large enterprises, and at the same time information technology capabilities such as information technology knowledge, information technology operation, and information technology infrastructure should be strengthened.