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Lookup NU author(s): Professor Suraksha Gupta
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).
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.
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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