The impact of supply chain relationship quality on brand promise

Abstract

This paper investigates the role of quality of supply chain components on brand promise. The dimensions of supply chain relationships include: communication, cooperation, commitment, independence, adaptability and reliability. The study uses the questionnaire developed by Fynes et al. (2005) [Fynes, B., Voss, C., & de Búrca, S. (2005). The impact of supply chain relationship quality on quality performance. International Journal of Production Economics, 96(3), 339-354.]. The population of the study includes all auto part makers and the study chooses a sample of 384 people for the study. Using structural equation modeling, the study has confirmed that all six components influence positively on brand promise.