Employing brand governance mechanisms with export channel partners: What are the performance consequences and contingent effects?
研究了出口品牌治理对渠道伙伴的影响，发现其能提升出口绩效，且效果受原产国形象、企业规模和出口范围调节，对出口企业和管理者具有参考价值。
For decades leading international business scholars have assessed the benefits accruing from successful governance mechanisms. Although the critical importance of initiating and maintaining good relationships with export channel partners is recognized within the literature, there has been little research focus placed on the optimal approach for governing intangible aspects of these relationships. We offer the first integrated definition of export brand governance of channel partners (EBGoCP) and investigate its influence on export performance. Drawing from relational governance theory and contingency theory, we develop and test a model of the contingent effects of different country specific advantages and firm characteristics on the performance upshots of EBGoCP. Using survey data from UK exporters, our findings validate the hypothesized enhancing effects of EBGoCP on export performance outcomes. Furthermore, consistent with our contingency based predictions, we find country-of-origin-image, firm size and scope of exporting moderate the impact of EBGoCP on export performance. Along with providing fresh insights from the results, this study opens up a new stream of international business governance research and offers productive future research paths to follow.