Gupta, Suraksha, Malhotra, N.K., Czinkota, M., Foroudi, P. (2016) The local brand representative in reseller networks. Journal of Business Research, 69 (12). pp. 5712-5723. ISSN 0148-2963. (doi:10.1016/j.jbusres.2016.01.046) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:58145)
| The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. | |
| Official URL: http://dx.doi.org/10.1016/j.jbusres.2016.01.046 |
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. © 2016 The Authors
| Item Type: | Article |
|---|---|
| DOI/Identification number: | 10.1016/j.jbusres.2016.01.046 |
| Uncontrolled keywords: | Brand representative, Complexity theory, Reseller brand loyalty, Reseller brand preference, Reseller networks |
| Subjects: | H Social Sciences |
| Divisions: | Divisions > Kent Business School - Division > Kent Business School (do not use) |
| Depositing User: | Michael Czinkota |
| Date Deposited: | 25 Oct 2016 14:13 UTC |
| Last Modified: | 17 Aug 2022 12:21 UTC |
| Resource URI: | https://kar.kent.ac.uk/id/eprint/58145 (The current URI for this page, for reference purposes) |
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