How retail category differences moderate retailer perceptions of manufacturer brands

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aut.researcherGlynn, Mark Selwyn
dc.contributor.authorGlynn, M
dc.date.accessioned2011-09-13T00:06:46Z
dc.date.available2011-09-13T00:06:46Z
dc.date.copyright2007
dc.date.issued2007
dc.description.abstractThis article examines how the type of product category influences manufacturer-retailer relationships involving manufacturer brands. Category management is a key retailer management mechanism, but this topic has not been addressed in the context of purchasing manufacturer brands. This study examined retailer perceptions of manufacturer brands across eight product categories and the effects on retailer relationship outcomes including satisfaction, trust, commitment and performance. A significant difference in model parameters was initially identified between the two liquor and six grocery categories. The effect of this difference on the retailer relationship outcomes with manufacturer brands was then assessed using multi-group structural equation modelling. There were no differences between the categories in terms of the effect of brand benefits on retailer satisfaction with the brand and the subsequent effect of satisfaction on retailer commitment and trust. However, the impact of retailer satisfaction with the brand on brand performance expectations was greater for liquor brands than for brands in the grocery categories. The results indicate a retailer’s assessment of a brand’s performance within the store environment depends on the role of the category as well as satisfaction with the brand.
dc.identifier.citationAustralasian Marketing Journal, vol.15(2), pp.55 - 67
dc.identifier.doi10.1016/S1441-3582(07)70043-5
dc.identifier.roid2364en_NZ
dc.identifier.urihttps://hdl.handle.net/10292/2061
dc.publisherElsevier
dc.relation.urihttp://dx.doi.org/10.1016/S1441-3582(07)70043-5
dc.rights© 2007 Elsevier Ltd. All rights reserved. This is the author’s version of a work that was accepted for publication in (see Citation). Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. The definitive version was published in (see Citation). The original publication is available at (see Publisher's Version)
dc.rights.accessrightsOpenAccess
dc.subjectBrands
dc.subjectCategory Management
dc.subjectRelationship marketing
dc.subjectRetail buying
dc.subjectStructural equation modelling
dc.titleHow retail category differences moderate retailer perceptions of manufacturer brands
dc.typeJournal Article
pubs.organisational-data/AUT
pubs.organisational-data/AUT/Business & Law
pubs.organisational-data/AUT/Business & Law/Marketing
pubs.organisational-data/AUT/Business & Law/Marketing/Marketing PBRF 2012
pubs.organisational-data/AUT/PBRF Researchers
pubs.organisational-data/AUT/PBRF Researchers/Business & Law PBRF Researchers
pubs.organisational-data/AUT/PBRF Researchers/Business & Law PBRF Researchers/B & L Marketing & Advertising
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