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| Tekijä: | Verbeke, W. Bagozzi, R.P. Farris, P. |
| Otsikko: | The role of key account programs, trust, and brand strength on resource allocation in the channel of distribution |
| Lehti: | European Journal of Marketing
2006 : VOL. 40:5/6 |
| Asiasana: | marketing manufacturing industry brands trust |
| Kieli: | eng |
| Tiivistelmä: | The aim of this paper is to gain a better understanding whether a retailerÂ’s trust in a manufacturer is a key concept in their motivation to allocate resources to those manufacturers with whom they have a long-term relationship compared with economical motivations. A survey research method is used to study all customers of three large manufacturers in The Netherlands. The study suggests that trust is not that important, but the manufacturerÂ’s investments in the brand are the most important predictors. |
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