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1 – 2 of 2Wita Efanny, Jony Haryanto, Muhammad Kashif and Hanif Adinugroho Widyanto
A huge investment launching the marketing program is made by the manufacturers to establish brand loyalty with retailers and other supply chain partners; however, what is the…
Abstract
Purpose
A huge investment launching the marketing program is made by the manufacturers to establish brand loyalty with retailers and other supply chain partners; however, what is the impact of these efforts on retailer-perceived brand equity (RPBE) is scarcely investigated in a business-to-business (B2B) context. The purpose of this paper is to investigate the impact of Nu Green – a brand of tea as a manufacturer’s marketing efforts on RPBE.
Design/methodology/approach
Based on the positivist paradigm, the authors followed a survey-based approach to collect data from 125 retailers of Nu Green Tea brand from Indonesia. The collected data were rigorously analyzed by means of structural equation modeling.
Findings
The results reveal that elements of marketing efforts such as supplier image, distribution strategy, and push and pull promotions have a significant impact on the RPBE of Nu Green.
Originality/value
This research extends the understanding of retail marketing in a B2B context by investigating the impact of marketing efforts on RPBE.
Details
Keywords
Fonfara Krzysztof, Ratajczak-Mrozek Milena, Dymitrowski Adam and Zieliński Marek