The moderating effect of brand strength in manufacturer–reseller relationships

This study investigates the moderating effect of brand strength in manufacturer–reseller relationships. The business marketing literature has not previously addressed brand strength differences. This research tests these brand strength differences on a conceptual framework consisting of pathways from manufacturer brand benefits (manufacturer support, brand equity and customer expectations) to reseller relationship outcomes. A multi-group structural equation analysis shows that there are no differences in the manufacturer brand support and brand equity effects on reseller satisfaction between major and minor brands. However customer expectations are important when resellers evaluate minor brands, but not for major brands. Furthermore, the findings show that resellers of minor brands are more committed to and more likely to trust manufacturers of minor brands.