The local brand representative in reseller networks

Article

Gupta, S., Malhotra, N., Czinkota, M. and Foroudi, P. 2016. The local brand representative in reseller networks. Journal of Business Research. 69 (12), pp. 5712-5723. https://doi.org/10.1016/j.jbusres.2016.01.046
TypeArticle
TitleThe local brand representative in reseller networks
AuthorsGupta, S., Malhotra, N., Czinkota, M. and Foroudi, P.
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.

PublisherElsevier
JournalJournal of Business Research
ISSN0148-2963
Publication dates
Online13 May 2016
Print01 Dec 2016
Publication process dates
Deposited23 May 2016
Accepted01 Jan 2016
Output statusPublished
Publisher's version
License
Accepted author manuscript
File Access Level
Restricted
Copyright Statement

© 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/).

Digital Object Identifier (DOI)https://doi.org/10.1016/j.jbusres.2016.01.046
LanguageEnglish
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