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The local brand representative in reseller networks

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  • Gupta, Suraksha
  • Malhotra, Naresh K.
  • Czinkota, Michael
  • Foroudi, Pantea

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.

Suggested Citation

  • Gupta, Suraksha & Malhotra, Naresh K. & Czinkota, Michael & Foroudi, Pantea, 2016. "The local brand representative in reseller networks," Journal of Business Research, Elsevier, vol. 69(12), pages 5712-5723.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:12:p:5712-5723
    DOI: 10.1016/j.jbusres.2016.01.046
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