The expanding role of intangible assets of the brand

Gupta, Suraksha and Grant, Susan and Melewar, TC (2008) The expanding role of intangible assets of the brand. Management Decision, 46 (6). pp. 948-960. ISSN 0025-1747. (doi:https://doi.org/10.1108/00251740810882699) (Access to this publication is currently restricted. You may be able to access a copy if URLs are provided)

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http://dx.doi.org/10.1108/00251740810882699

Abstract

Purpose – The objective of this paper is to highlight the human representatives of the brand (brand relationship representatives), as an important enabler in achieving effective supply chain synchronization via the transfer of information on product availability and planned promotions between the brand and resellers in business-to-business markets, and therefore ultimately an influence in achieving customer requirements. Design/methodology/approach – The study is based on integration of theories from marketing, psychology and operations management. Findings – The findings indicate that brand representatives when linked to reseller for developing satisfaction becomes a motivating factor. This results in an effective and synchronized supply chain process for the organization. Research limitations/implications – The theory developed after a review of literature, should be tested using triangulation method as it will provide deeper analysis to both academic researchers and practitioners. Practical implications – This theoretical research tries to investigate the affects of brand representation on resellers in a business-to-business setting. It can support the practitioners in the planning and operational stages of their marketing communication campaigns for an effective and synchronized marketing and supply chain process. Originality/value – The application of this paper is based on the model of brand-reseller relationship of strong brands and contribute to the literature as theories available on the subject are limited.

Item Type: Article
Uncontrolled keywords: Business-to-business marketing, Marketing communications, Supply chain management, Buyer-seller relationships, Distribution channels and markets
Subjects: H Social Sciences
Divisions: Faculties > Social Sciences > Kent Business School
Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Suraksha Gupta
Date Deposited: 15 Dec 2015 00:31 UTC
Last Modified: 05 Feb 2016 10:16 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/53423 (The current URI for this page, for reference purposes)
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