以台灣的產業生態來說，缺乏強大的終端消費品牌，主要都是著重在廠商和廠商之間的交易，因此在B2B之間的品牌權益研究，更顯得極為重要，本研究著眼於B2B品牌權益的研究，提出協同合作、服務品質和創新能力這三個主要的構面探討是否影響B2B的品牌權益，另外也將探討品牌權益和企業間交易成本的關聯。
隨著全球化的產業分工，一個產品或服務的提供已經越來越難都由同一個國家所提供，對終端消費者來說，來源國效應的影響已經被很多學者實證和討論，但是在B2B的市場中卻幾乎沒有，因此本研究也將以來源國效應為調節變數，希望透過假說驗證來源國效應可以提昇品牌權益對交易成本降低的影響。
經本研究實證結果發現：(1)協同合作、服務品質與創新能力對品牌權益呈現正相關。(2)廠商選擇品牌權益較高的合作夥伴的時候，可以有效降低交易成本。(3)品牌權益的對交易成本的負向影響程度，會受來源國效應的影響。

A well-known B2C brand is still scarce in Taiwan’s industrial environment. Trades among firms are always emphasized. Therefore, the research of B2B Branding is obviously critical. This research using three aspects: collaboration, service ability and innovation capability investigates their affect to Brand Equity. Besides, this study would also try to find out the relation between Brand Equity and Transaction Cost Reduction.

Because of globalization and labor division, it is relatively difficult to find out a product or a service provided simply by one country. In B2C market, Country of Origin has been discussed for a long time. However, only few research discussed about this phenomenon. As a result, this research will use country of origin as a moderator factor and try to discover whether it can moderate the relation between Brand Equity and Transaction Cost Reduction or not.

According to this research, we find out three main results as follows: 1. collaboration, service quality and innovation capability are positively related to Brand Equity. 2. The firms which choose partners with high brand equity are able to reduce the transaction cost effectively. 3. The country of origin will moderate the relationship between Brand Equity and Transaction Cost.

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