Title: Customer-based cold chain equity: the application of customer-based brand equity on the food cold chain

Authors: Viput Ongsakul; Piya Ngamcharoenmongkol; Warat Kaewpijit; Boonyawat Soonsiripanichkul

Addresses: NIDA Business School, National Institute of Development Administration (NIDA), Bangkok, 10240, Thailand ' NIDA Business School, National Institute of Development Administration (NIDA), Bangkok, 10240, Thailand ' NIDA Business School, National Institute of Development Administration (NIDA), Bangkok, 10240, Thailand ' NIDA Business School, National Institute of Development Administration (NIDA), Bangkok, 10240, Thailand

Abstract: Purpose: The study proposes a customer-based cold chain equity model which is based on the overall brand equity of the chain members. The study examines the degree of impacts from equity of one member to others and to the whole supply chain equity. Design/methodology/approach: A survey study was carried out and the results were analysed using structural equation modelling to explore the relationship between supplier equity, manufacturer equity, retailer equity, and supply chain equity. Findings: Our results highlight the significant relationship, both direct and indirect, between the equity of the FCC members. The empirical evidence suggests that the direct impact of an upstream member's equity is comparatively higher on the equity of next immediate partner of the FCC. Originality: There is no comprehensive study on the customer-based cold chain equity. The value of the present study lies in the integration of the concepts of CBBE and the FCC for the first time.

Keywords: CBBE; customer-based brand equity; customer-based cold chain equity; FCC; food cold chain.

DOI: 10.1504/JGBA.2019.107522

Journal for Global Business Advancement, 2019 Vol.12 No.5, pp.648 - 669

Received: 30 Jan 2020
Accepted: 23 Mar 2020
Published online: 31 May 2020 *

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