Examining Market Information and Brand Equity Through Resource‐Advantage Theory: A Carrier Perspective
运用资源-优势理论，调查了市场信息如何帮助运输承运商建立信息优势，进而提升品牌形象和品牌知名度，最终增强品牌权益。
To 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.