Sources of brand benefits in manufacturer‐reseller B2B relationships

Abstract

Purpose: To develop a conceptual framework that explores the sources of manufacturer brand benefits for resellers. Methodology/Approach:We report 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 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, commitment, trust, dependence and cooperation. 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 of paper:The paper responds to a need for empirical research to understand the role that brands play in channel relationships (Webster, 2000). 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.

Primer in B2B brand-building strategies with a reader practicum

“…Mudambi et al (1997) report that as well as product considerations, industrial buyers of precision bearings viewed support, delivery and corporate services as also important. Glynn et al (2007) demonstrate that the marketing program associated with the brand was seen as a resource benefit for supermarket buyers. Manufacturer brands offer retailers several benefits: financial (providing a means for profit), consumer brand support, customer benefits (the store expects the retailer to carry that brand) and the certainty of demand created by brand equity.…”

Determinants of brand relevance in a B2B service purchasing context

“…As a response to increasing industry attention, particularly since 2000, recent years have seen the publication of a vast number of B2B branding articles and special issues of journals (Keränen et al, 2012), with a substantial research stream appearing only very recently in the literature (Roberts and Merrilees, 2007;Leek and Christodoulides, 2011). However, the extant literature remains embryonic, fragmented, contradictory, largely subjective in nature, limited in its scope and essentially based on narrative literature reviews (Glynn et al, 2007;Roberts and Merrilees, 2007;Keränen et al, 2012). One such areas relates to the role of B2B brands in the decision-making process (Blombäck and Axelsson, 2007;Leek and Christodoulides, 2011).…”

Brand awareness in business markets: When is it related to firm performance?

“…It may be interesting for further research to investigate the effects of other branding dimensions. For instance, given the importance of long-term business relationships, relational constructs such as customer trust or company reputation may also play a major role in the business markets (Blombäck & Axelsson, 2007;Cretu & Brodie, 2007;Firth, 1993;Glynn et al, 2007;Lehmann & O'Shaughnessy, 1974).…”

“…At the same time, the brands in question are much less likely to provide emotional benefits for the buyers (Wilson, 2000). Furthermore, a number of earlier studies have highlighted that B2B brands function not only as entities but also as processes (Stern, 2006;Ballantyne & Aitken, 2007), making relational dimensions of branding such as customer trust and brand reputation key determinants of brand equity (Cretu & Brodie, 2007;Glynn, Motion, & Brodie, 2007;Roberts & Merrilees, 2007).…”