The role of key account programs, trust, and brand strength on resource allocation in the channel of distribution
Purpose – Seeks to better understand whether a retailer’s trust in a manufacturer is a key concept in their motivation to allocate resources to those manufacturers with whom they have a long-term relationship compared with economical motivations. Design/methodology/approach – A survey research method is used to study all customers from three large manufacturers in The Netherlands. These retailers had to answer questions about their trust in a manufacturer, the manufacturer’s investments in the relationship, and their marketing efforts. Questions were also asked about the allocation of their own scarce resources for the manufacturer, specifically their adoption of in-store marketing campaigns initiated by the manufacturer. Structural equation models and regression analyses were employed.
|Keywords||The Netherlands, brands, commerce, commercial products, finance, investments, manufactures, manufacturing industries, marketing, retailers, supplier relations, trust|
|Persistent URL||dx.doi.org/10.1108/03090560610657813, hdl.handle.net/1765/12692|
Verbeke, W.J.M.I., Bagozzi, R.P., & Farris, P.W.. (2006). The role of key account programs, trust, and brand strength on resource allocation in the channel of distribution. European Journal of Marketing, 40(5-6), 502–532. doi:10.1108/03090560610657813