The Role of Brand's Value Creation in Supplier and Reseller Strategic Relationship

The purpose of this study is reviews the role of brand value creation in strategic and long-term relationships of supplier and reseller as key elements of network business.In the current competitive maintain and promote the long-term and strategic relationships between elements of distribution channels and supply has become a source of competitive advantage. On the other hand, brand is valuable resource for members of distribution channels. This study investigates the factors of affecting on reseller satisfaction (support provider, brand equity and expected customer) and outcomes of reseller satisfaction (perceived brand performance, trust and commitment to supplier). A total of 98 supermarket’s seller surveys were collected and these were analyzed using partial least squares (PLS). Findings show that supplier support and customers expectation have significant affect on reseller satisfaction. And perceived of brand performance and reseller commitment to brand its outcome of reseller satisfaction.