Brand-reseller representative relationship for enablement: a research agenda

Purpose
The purpose of this study is to bring theories of branding and relationship marketing together under the lens of the brand manager and reseller relationship for integrating into a single paradigm. The conceptualization bridges a gap in theory and practice by explaining how a brand can be managed by brand managers building empathetic relationships with resellers and understanding their requirements.

Design/methodology/approach
It draws upon qualitative methodology and data collected from 12 business-to-business resellers for brands and 8 brand managers working for international brands in India.

Findings
Brand personified and represented in research questions investigated showed the enablement aspects of brand representatives in competitive reseller networks.

Practical implications
The findings of this study will be very useful for brand managers aiming to penetrate markets through individuals who could represent their brands to resellers.

Social implications
This study will help brand managers to create a stronger brand-reseller relationship marketing strategy by incorporating the emotional aspect of personification to benefit a socially driven relationship.

Originality/value
This study offers new insights into the temporal aspects of branding for business-to-business markets.