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The expanding role of intangible assets of the brand

The expanding role of intangible assets of the brand 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Decision Emerald Publishing

The expanding role of intangible assets of the brand

Management Decision , Volume 46 (6): 13 – Jun 20, 2008

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References (111)

Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0025-1747
DOI
10.1108/00251740810882699
Publisher site
See Article on Publisher Site

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.

Journal

Management DecisionEmerald Publishing

Published: Jun 20, 2008

Keywords: Business‐to‐business marketing; Marketing communications; Supply chain management; Buyer‐seller relationships; Distribution channels and markets

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