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The local brand representative in reseller networks

Lookup NU author(s): Professor Suraksha Gupta

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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.

Publication metadata

Author(s): Gupta S, Malhotra NK, Czinkota M, Foroudi P

Publication type: Article

Publication status: Published

Journal: Journal of Business Research

Year: 2016

Volume: 69

Issue: 12

Pages: 5712-5723

Print publication date: 01/12/2016

Online publication date: 13/05/2016

Acceptance date: 01/01/2016

Date deposited: 09/07/2017

ISSN (print): 0148-2963

ISSN (electronic): 1873-7978

Publisher: Elsevier Inc.

URL: https://doi.org/10.1016/j.jbusres.2016.01.046

DOI: 10.1016/j.jbusres.2016.01.046

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