دانلود رایگان مقاله نماینده نام تجاری محلی شبکه نمایندگی فروش

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.

6. Conclusion

The appropriate characteristics of individuals representing brands were identified from a review of the exiting literature using complexity theory. Individual level data collected from resellers was analyzed using configural analysis with fsQCA, multiple regression analysis and SEM. This study considers rational needs of resellers while identifying characteristics of individuals with references to the criteria based on which resellers make choices. This study identified characteristics that, if grouped into different sets reflect upon the needs of resellers. By formalizing the local brand representative characteristics scale, this study has contributed to the business-to-business branding literature. Use of this scale will help brand managers to efficiently manage reseller networks. However, this area of research will benefit from further investigation in terms of its application international application, critical evaluation or replication.