Sources of brand benefits in manufacturer-reseller B2B relationships

About this item

Title

Sources of brand benefits in manufacturer-reseller B2B relationships

Content partner

University of Waikato

Collection

ResearchCommons@Waikato

Description

Purpose – The aim of the paper is to develop a conceptual framework that explores the sources of manufacturer brand benefits for resellers. Design/methodology/approach – The paper reports a qualitative investigation where packaged goods resellers were interviewed about the benefits of manufacturer brands for their businesses. The qualitative data is analysed to develop several research propositions about the role of brands in reseller B2B relationships. Findings – A conceptual framework i...

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Format

Research paper

Research format

Journal article

Date created

2007

URL

https://hdl.handle.net/10289/1956

Related subjects

brands / business-to-business marketing / buyer-seller relationships / qualitative methods

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