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• W2347992162 abstract "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 ‘native’, ‘entrepreneurial’, ‘advisor’, and ‘compatible’ are the main ones that influence reseller brand preferences. The study finds a link between reseller brand preference and reseller brand loyalty which is useful for managing business-to-business markets. The study closes with implications, limitations, and directions for future research." @default.
• W2347992162 created "2016-06-24" @default.
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• W2347992162 date "2016-12-01" @default.
• W2347992162 modified "2023-10-14" @default.
• W2347992162 title "The local brand representative in reseller networks" @default.
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• W2347992162 doi "https://doi.org/10.1016/j.jbusres.2016.01.046" @default.
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