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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).
© 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.
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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