Please use this identifier to cite or link to this item:
Authors: Gupta, S
Foroudi, P
Yen, D
Issue Date: 2018
Citation: Industrial Marketing Management
Abstract: 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.
ISSN: 0019-8501
Appears in Collections:Brunel Business School Embargoed Research Papers

Files in This Item:
File Description SizeFormat 
Fulltext.pdfEmbargoed until 30th March 2021612.02 kBAdobe PDFView/Open

Items in BURA are protected by copyright, with all rights reserved, unless otherwise indicated.