 Relational Resources in Interorganizational Exchange: The Effects of Trade Equity and Brand EquityDonna F. Davis and John T. Mentzer Journal of Retailing, 2008, vol. 84, issue 4, 435-448 Abstract: This research examines the effects of two key relational resources in relationships between retailers and national brand manufacturers. We introduce the new concept of trade equity, defined here as the value that accrues to a firm from being known in a trading network as a trustworthy trading partner, to explore the relational resources that are inherent in a firm’s ties with trading partners. We consider brand equity to represent relational resources that are located in a firm’s relational ties with end consumers. Based on data collected in a survey of 797 home appliance retailers, results show that a manufacturer’s trade equity and brand equity have differential effects on the retailer’s dependence and commitment to the manufacturer. Findings show that a manufacturer’s brand equity strengthens the effect of its trade equity on the retailer’s dependence and weakens the effect on the retailer’s commitment. Keywords: Trade equity; Brand equity; Relational resources; Retailer–manufacturer relationships; National brand manufacturers; Resource-advantage theory (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:84:y:2008:i:4:p:435-448 DOI: 10.1016/j.jretai.2008.08.002 Access Statistics for this article Journal of Retailing is currently edited by A. Roggeveen More articles in Journal of Retailing from Elsevier |
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