The local brand representative in reseller networks

Gupta, Suraksha and Malhotra, Naresh K and Czinkota, Michael and Foroudi, Pantea (2016) The local brand representative in reseller networks. Journal of Business Research, 69 (12). pp. 5712-5723. ISSN 0148-2963

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This study investigates the characteristics of local individuals who represent a brand to its resellers by first conceptualizing these characteristics by employing complexity theory and then testing the conceptualization. This research revealed that four characteristics ‘native’, ‘entrepreneurial’, ‘advisor’, and ‘compatible’ are the main ones that influence reseller brand preferences. The study finds a link between reseller brand preference and reseller brand loyalty which is useful for managing business-to-business markets. The study closes with implications, limitations, and directions for future research.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 19900
Notes on copyright: CC BY NC ND 4.0
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Depositing User: Pantea Foroudi
Date Deposited: 23 May 2016 12:28
Last Modified: 05 Sep 2018 16:02

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