| Author: | Franke, N. |
| Title: | Das Image des Herstellers im Handel |
| Journal: | Marketing: Zeitschrift für Forschung und Praxis
1997 : VOL. 19:4, p. 209-219 |
| Index terms: | IMAGE RETAILING TRADE THEORIES PRODUCTION |
| Language: | ger |
| Abstract: | This article develops, to analyze manufacturers' image with retailers, hypotheses concerning impact and structure of the construct developed from behavioural theories and integrates them to a general model. A LISREL based empirical test of the model shows that manufacturers' image with retailers can be seen as a key target variable of vertical marketing in theory and practice. |
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