The benefits of manufacturers' brands for retailers

Simple item page
aut.relation.endpage1149
aut.relation.issue9
aut.relation.startpage1127
aut.relation.volume49
aut.researcherGlynn, Mark Selwyn
dc.contributor.authorGlynn, MS
dc.contributor.authorBrodie, RJ
dc.contributor.authorMotion, J
dc.date.accessioned2013-07-30T01:45:04Z
dc.date.available2013-07-30T01:45:04Z
dc.date.copyright2012
dc.date.issued2012
dc.description.abstractPurpose – The purpose of this paper is to investigate how manufacturers' brands benefit retailers and how these benefits affect retailer evaluations of the brand. Design/methodology/approach – The researchers develop a conceptual framework, from a literature review and qualitative interviews, which outlines the benefits of manufacturers' brands for retailers. A series of hypotheses tests the effects of these brand benefits on retailer brand attitudes. Data are collected using a survey of supermarket category buyers and analysed with structural equation modelling in order to validate this framework. Findings – Manufacturers' brands deliver four benefits to retailers: financial, manufacturer support, meeting customers' expectations and brand equity. Financial benefits and customer expectations have a stronger effect on retailer satisfaction with the brand compared to manufacturer support and brand equity. Retailer satisfaction with the brand is an antecedent to the retailer assessment of brand performance as well as trust and commitment of the brand. An alternative model shows that brand equity influences retailer commitment to the brand and that financial benefits affect retailer performance assessment of the brand. Practical implications – Manufacturers should think of their brands as channel resources when dealing with retail buyers, and need to consider how to best utilise these four brand benefits to encourage channel support. Originality/value – This study proposes a conceptual model and measures the influence of manufacturer brand benefits on longer term retailer attitudes towards the brand, which research has not previously addressed.
dc.identifier.citationEuropean Journal of Marketing, vol.49(9), pp.1127 - 1149
dc.identifier.doi10.1108/03090561211247856
dc.identifier.urihttps://hdl.handle.net/10292/5586
dc.publisherEmerald Group Publishing Limited
dc.relation.isreplacedby10292/5587
dc.relation.isreplacedbyhttp://hdl.handle.net/10292/5587
dc.rightsCopyright © Emerald Group Publishing Limited, 2012. Authors retain the right to place his/her pre-publication version of the work on a personal website or institutional repository for non commercial purposes. The definitive version was published in (see Citation). The original publication is available at www.emeraldinsight.com (see Publisher’s Version).
dc.rights.accessrightsOpenAccess
dc.subjectBrands
dc.subjectConsumer behaviour
dc.subjectCustomer satisfaction
dc.subjectManufacturers
dc.subjectRelationship outcomes
dc.subjectRetailers
dc.subjectRetailing
dc.subjectSatisfaction
dc.titleThe benefits of manufacturers' brands for retailers
dc.typeJournal Article
pubs.elements-id13047
pubs.organisational-data/AUT
pubs.organisational-data/AUT/Business & Law
pubs.organisational-data/AUT/Business & Law/Marketing
pubs.organisational-data/AUT/Business & Law/Marketing/Marketing PBRF 2012
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