The local brand representative in reseller networks

Gupta, Suraksha, Malhotra, Naresh K, Czinkota, Michael and Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023 (2016) The local brand representative in reseller networks. Journal of Business Research, 69 (12) . pp. 5712-5723. ISSN 0148-2963 [Article] (doi:10.1016/j.jbusres.2016.01.046)

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Abstract

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: © 2016 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY-NC-ND license
(http://creativecommons.org/licenses/by-nc-nd/4.0/).
Useful Links:
Depositing User: Pantea Foroudi
Date Deposited: 23 May 2016 12:28
Last Modified: 09 Jun 2021 21:55
URI: https://eprints.mdx.ac.uk/id/eprint/19900

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