Gupta, Suraksha; Wright, Len Tiu - In: Qualitative Market Research: An International Journal 23 (2020) 4, pp. 679-695
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...