Systematic Literature Review: Corporate Image, Buyer-Supplier Relationship Marketing Communication, and Supplier Performance
DOI:
https://doi.org/10.47747/fmiic.vi2.2932Abstract
This systematic literature review investigates the intricate relationships between corporate image, buyer-supplier relationship marketing communication, and supplier performance, particularly through Structural Equation Modelling (SEM). Utilizing a comprehensive synthesis of existing empirical and theoretical literature, this review elucidates how corporate image mediates between various operational variables and how effective communication strategies can shape buyer-supplier dynamics, thereby influencing supplier performance. Insights drawn from the literature reveal these constructs' complexities and relevance in optimizing supply chain effectiveness. The review concludes by identifying critical gaps in existing research and proposing future research directions that warrant exploration to deepen our understanding of these phenomena.
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