The expanding role of intangible assets of the brand

Suraksha Gupta · Susan Grant · T.C. Melewar

48 citations0/0 files storedManagement Decision

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Quality and Supply Management Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

Purpose The objective of this paper is to highlight the human representatives of the brand (brand relationship representatives), as an important enabler in achieving effective supply chain synchronization via the transfer of information on product availability and planned promotions between the brand and resellers in business‐to‐business markets, and therefore ultimately an influence in achieving customer requirements. Design/methodology/approach The study is based on integration of theories from marketing, psychology and operations management. Findings The findings indicate that brand representatives when linked to reseller for developing satisfaction becomes a motivating factor. This results in an effective and synchronized supply chain process for the organization. Research limitations/implications The theory developed after a review of literature, should be tested using triangulation method as it will provide deeper analysis to both academic researchers and practitioners. Practical implications This theoretical research tries to investigate the affects of brand representation on resellers in a business‐to‐business setting. It can support the practitioners in the planning and operational stages of their marketing communication campaigns for an effective and synchronized marketing and supply chain process. Originality/value The application of this paper is based on the model of brand‐reseller relationship of strong brands and contribute to the literature as theories available on the subject are limited.

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References

1994The Commitment-Trust Theory of Relationship Marketing 2003Evolving to a New Dominant Logic for Marketing 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1987Developing Buyer-Seller Relationships 1990The Effect of a Market Orientation on Business Profitability 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1994Customer Loyalty: Toward an Integrated Conceptual Framework 1994The Capabilities of Market-Driven Organizations

Cited by

2021Happiness Management: A Culture to Explore From Brand Orientation as a Sign of Responsible and Sustainable Production 2007Knowledge management approach in build‐to‐order supply chains 2018Investigating relationship types for creating brand value for resellers 2010A relational insight of brand personification in business-to-business markets 2023Value co‐creation and customer retention in services: Identifying a relevant moderator and mediator

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