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Investigating relationship types for creating brand value for resellers

Lookup NU author(s): Professor Suraksha Gupta

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).

Abstract

© 2018 This study investigates three different types of brand-reseller business relationships, namely real-time relationship, collaborative relationship, and mutually beneficial relationship, and discusses how they drive brand value creation in a competitive market. Using data collected from Indian resellers, the findings show that brands that engage in real-time and collaborative relationships are regarded by resellers as having higher brand value in comparison to brands that only focus on mutually beneficial relationships. This paper extends previous understanding on relationship marketing by conceptually discussing and empirically examining different types of business relationships that could be used to enhance brand values perceived by resellers. Managerial implications are discussed for business-to-business marketing practitioners. Specifically brand managers are advised to incorporate these three different types of business relationships to create superior brand value for resellers, thus improving their brands' perceived competitiveness.

Publication metadata

Author(s): Gupta S, Foroudi P, Yen D

Publication type: Article

Publication status: Published

Journal: Industrial Marketing Management

Year: 2018

Volume: 72

Pages: 37-47

Print publication date: 01/07/2018

Online publication date: 30/03/2018

Acceptance date: 25/03/2018

Date deposited: 19/10/2018

ISSN (print): 0019-8501

ISSN (electronic): 1873-2062

Publisher: Elsevier Inc.

URL: https://doi.org/10.1016/j.indmarman.2018.03.012

DOI: 10.1016/j.indmarman.2018.03.012

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