The moderating effect of brand strength in manufacturer-reseller relationships

Industrial Marketing Management

Volumn 39, Issue 8, 2010, Pages 1226-1233

  Glynn, Mark S ^a  

^a AUCKLAND UNIVERSITY OF TECHNOLOGY   (New Zealand)

Author keywords

Brand equity; Brand strength; Relationship marketing; Reseller buying

Indexed keywords

EID: 78649331775     PISSN: 00198501     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.indmarman.2010.02.019     Document Type: Article

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