The local brand representative in reseller networks

Suraksha Gupta, Naresh K. Malhotra, Michael Czinkota and Pantea Foroudi

Journal of Business Research, 2016, vol. 69, issue 12, 5712-5723

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.

Keywords: Brand representative; Complexity theory; Reseller brand loyalty; Reseller brand preference; Reseller networks (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:12:p:5712-5723

DOI: 10.1016/j.jbusres.2016.01.046

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