The local brand representative in reseller networks | Journal of Business Research | Part 2: Research Objectives

  • 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

ISSN 0148-2963

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).