Relational Resources in Interorganizational Exchange: The Effects of Trade Equity and Brand Equity

Journal of Retailing

Volumn 84, Issue 4, 2008, Pages 435-448

  Davis, Donna F ^a   Mentzer, John T ^b  

^a TEXAS TECH UNIVERSITY   (United States)

^b UNIVERSITY OF TENNESSEE   (United States)

Author keywords

Brand equity; National brand manufacturers; Relational resources; Resource advantage theory; Retailer manufacturer relationships; Trade equity

Indexed keywords

EID: 55949121272     PISSN: 00224359     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jretai.2008.08.002     Document Type: Article

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