Examining Market Information and Brand Equity Through Resource‐Advantage Theory: A Carrier Perspective

Abstract

T o survive in this challenging economic environment, transportation providers must differentiate themselves in the eyes of current and potential customers. Consequently, they are seeking to develop superior resources that allow them to build greater awareness of and distinctive images for their brands. Those that are successful achieve higher levels of brand equity and, ultimately, positions of competitive advantage in the logistics services industry. This research applies resource-advantage theory to investigate the role of market information in creating an informational advantage to build brand equity for transportation providers. Results from a survey of motor carriers indicate that informational advantage mediates the impact of market information resources on the levels of brand image and brand awareness, two dimensions of a firm's brand equity.

Multimarket Contact and the Use of Power in Buyer–Supplier Relationships

“…Third, this study uses resource-advantage theory as a theoretical foundation to explain and predict variations in power-using behavior. As such, it extends prior studies in the supply chain management literature that mainly use resource-advantage theory to explain variations in organizational performance (e.g., Hunt and Davis 2008;Golicic et al 2012). The current study suggests that while buyers and suppliers enter a business relationship to each seek superior resources (Hunt and Davis 2008), their focus on resources may vary depending on the scope of their existing business relationship.…”

“…Third, the study extends the scope of resource‐advantage theory from explaining and predicting differences in organizational performance (Hunt and Davis ; Golicic et al. ) to explaining and predicting differences in organizational behavior .…”

“…Second, this study advances resource-advantage theory, in that it can be used as a theoretical foundation to explain structural differences between buyer behavior and supplier behavior. Third, the study extends the scope of resource-advantage theory from explaining and predicting differences in organizational performance (Hunt and Davis 2008;Golicic et al 2012) to explaining and predicting differences in organizational behavior.…”

“…Research in the supply chain literature has so far primarily used resource-advantage theory to explain organizational performance differences. For example, Hunt and Davis (2008) argue that firms can achieve comparative advantage through a superior purchasing strategy, and Golicic et al (2012) suggest that informational advantage can increase brand image and brand awareness. Although resource-advantage theory embraces both the resource-based view (Barney 1991) and the demand-side perspective (Priem 2007) by considering both product-and factor-market competition (Hunt and Davis 2012), the core resource-advantage literature has not yet clearly attributed which specific resources buyers and suppliers tend to seek in their respective supply chain relationships.…”

Determinants of Online Waqf Acceptance: An Empirical Investigation

“…In the second run factor analysis, no correlation problem is discovered. All items exhibited high loadings on their constructs and no items loaded higher on constructs they were not intended to gauge (Golicic et al 2012). All items were retained for further analysis of the data.…”