- This paper was published in the Journal of Business Research. Full article can be found at here.
Professor Suraksha Gupta, University of Kent
Professor Naresh K Malhotra, Georgia Institute of Technology
Professor Michael Czinkota, Georgetown University
Professor Pantea Foroudi, Middlesex University
In order to precisely identify the characteristics of local brand representatives who can drive reseller brand preference, a scale was developed and empirically tested by the researchers using structure equation modeling techniques and fuzzyset qualitative comparative analysis (fsQCA) (Ragin, 2006 and 2008). fsQCA helps the researchers to gain a rich perspective on the data when applied together with complexity theory (Leischnig and Kasper-Brauer, 2015; Leischnig & Kasper-Brauer, 2015; Mikalef et al., 2015; Ordanini et al., 2013; Pappas et al., 2015; Woodside, 2014; Wu et al., 2014).