Brand-reseller representative relationship for enablement: a research agenda

What is it about?

Brand personification is a tool that aids the relationship management process of a brand. This paper brings theories of branding and business-to-business relationships together under the lens of brand personification for integrating them into a single paradigm as a reseller purchase behaviour management strategy. The paper conceptualizes applications of brand when personified by an individual as a channel of communication that allows the company to understand the concerns and motivations of its resellers. This paper adds to emerging literature on brand personification with an attempt to explain the ability of brand personification in business-to-business markets.

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