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Lookup NU author(s): Professor Suraksha Gupta
This is the authors' accepted manuscript of an article that has been published in its final definitive form by Emerald Group Publishing Ltd, 2020.
For re-use rights please refer to the publisher's terms and conditions.
© 2020, Emerald Publishing Limited. Purpose: The purpose of this study is to bring theories of branding and relationship marketing together under the lens of the brand manager and reseller relationship for integrating into a single paradigm. The conceptualization bridges a gap in theory and practice by explaining how a brand can be managed by brand managers building empathetic relationships with resellers and understanding their requirements. Design/methodology/approach: It draws upon qualitative methodology and data collected from 12 business-to-business resellers for brands and 8 brand managers working for international brands in India. Findings: Brand personified and represented in research questions investigated showed the enablement aspects of brand representatives in competitive reseller networks. Practical implications: The findings of this study will be very useful for brand managers aiming to penetrate markets through individuals who could represent their brands to resellers. Social implications: This study will help brand managers to create a stronger brand-reseller relationship marketing strategy by incorporating the emotional aspect of personification to benefit a socially driven relationship. Originality/value: This study offers new insights into the temporal aspects of branding for business-to-business markets.
Author(s): Gupta S, Wright LT
Publication type: Article
Publication status: Published
Journal: Qualitative Market Research
Year: 2020
Volume: 23
Issue: 4
Pages: 679-695
Online publication date: 07/06/2020
Acceptance date: 28/01/2020
Date deposited: 29/06/2021
ISSN (print): 1352-2752
Publisher: Emerald Group Publishing Ltd
URL: https://doi.org/10.1108/QMR-11-2017-0149
DOI: 10.1108/QMR-11-2017-0149
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