What question did this study set out to answer?

The paper aims to develop a framework to explore how manufacturer brands benefit resellers in B2B relationships.

August 28, 2007Journal of Business and Industrial MarketingOpen Access

Sources of brand benefits in manufacturer‐reseller B2B relationships

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The paper aims to develop a framework to explore how manufacturer brands benefit resellers in B2B relationships.
Conducted qualitative interviews with packaged goods resellers to gather insights on brand benefits.
Analyzed qualitative data to formulate research propositions regarding the role of brands.
Developed a conceptual framework linking brand benefits to relationship outcomes.
Manufacturers' brands provide financial, customer, and managerial benefits for resellers.
Brand benefits positively influence reseller outcomes, including satisfaction, dependence, cooperation, commitment, and trust.
The framework accommodates both major and minor brands as moderating variables for further research.

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Implication

Qualitative investigation reveals the impact of manufacturer brand benefits on reseller relationship outcomes, suggesting a framework for improved management.

Cite This Study

Glynn et al. (2007) studied this question.

synapsesocial.com/papers/6a1f208692398f5ae172a124 https://doi.org/10.1108/08858620710780163

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Implication

Qualitative investigation reveals the impact of manufacturer brand benefits on reseller relationship outcomes, suggesting a framework for improved management.

Sources of brand benefits in manufacturer‐reseller B2B relationships

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Discussion

Implication

Cite This Study

Sources of brand benefits in manufacturer‐reseller B2B relationships

Key Points

Discussion

Implication

Cite This Study

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