Sources of brand benefits in manufacturer-reseller B2B relationships
Glynn, M; Motion, J; Brodie, RJ
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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 is developed that shows that manufacturers’ brands provide ﬁnancial, customer and managerial beneﬁts for resellers. These beneﬁts have an impact on reseller relationship outcomes with the manufacturer’s brand, which include satisfaction, dependence, cooperation, commitment and trust. Practical implications – The conceptual framework provides a model that manufacturers of both major and minor brands can use to understand and manage these brand beneﬁts in order to enhance the relationship outcomes with resellers. Originality/value – The paper responds to a need for empirical research to understand the role that brands play in channel relationships. It presents a conceptual framework that links manufacturer brand beneﬁts to reseller relationship outcomes. The framework also includes major and minor brands as moderating variables and thus provides a basis for further quantitative research.