The local brand representative in reseller networks
研究了经销商网络中本地品牌代表的四个关键特征（本地化、企业家精神、顾问角色、兼容性）如何影响经销商的品牌偏好和忠诚度，对B2B品牌管理有参考价值。
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.