The local brand representative in reseller networks

Article English OPEN
Gupta, Suraksha; Malhotra, Naresh K; Czinkota, Michael; Foroudi, Pantea;
(2016)
  • Publisher: Elsevier
  • Journal: Journal of Business Research,volume 69,issue 12,pages5,712-5,723 (issn: 0148-2963)
  • Related identifiers: doi: 10.1016/j.jbusres.2016.01.046
  • Subject: Marketing

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... View more
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