Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5109642 | Journal of Business Research | 2016 | 12 Pages |
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.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Suraksha Gupta, Naresh K. Malhotra, Michael Czinkota, Pantea Foroudi,