Implications for future researchWhe

Implications for future research

When interpreting the results several limitations of the study are evident. The research design focuses on supermarket retail buyers, and brand perspectives at other levels within retail organisations may well be different. In this research context, the relationships between retailers and supplying manufacturers were well established. These findings may not apply to other retail sectors that either have less concentrated ownership or are more dynamic. In supermarket retailing the range of brands offered to customers is extensive. However, work in other retailer contexts would further test the framework. One example is where distributors sell branded goods to smaller retailers who offer a less extensive range of goods.

One measurement issue is the elimination of co-operation and dependence in the scale validation process. These scales had previously assessed retailers' perceptions of manufacturers, not brands. Deletion of the co-operation construct may mean that co-operation with a manufacturer on brand matters occurred anyway and was less of a concern. The deletion of the dependence construct may indicate that given the large number of brands in supermarkets, this scale may not be sufficiently sensitive to measure brand dependence from a retailer perspective.

In this study we also focus on the demand side of brands but not the supply side. Research could investigate supply-side issues such as the effect of service quality, sales force relationships and other demand issues such as the general marketing expertise of manufacturer. Furthermore, we used mainly grocery categories where the retailer resource investment is less than other supermarket categories such as chilled and frozen foods. Research could examine the effects of manufacturer brands in categories that require greater levels of retailer investment.

Conclusion

The research demonstrates that manufacturers' brands have several benefits for retailers, which influence retailer satisfaction with the brand, performance trust and satisfaction. Thus, our research challenges the view that manufacturers' brands are not as important to retailers. The findings also show that the value of a manufacturers' brand to retailers is not only financial but also includes three other benefits that affect retailer brand evaluations.

Manufacturer brand benefits to retailers derive not only from brand equity but also from the relationship with the retailer's customer, the financial benefits and the manufacturer support of the brand which influences retailer satisfaction with the brand. These brand benefits also impact differently on performance, trust and commitment. Financial benefits affect retailers' assessment of brand performance, while brand equity affects retailer commitment towards the brand, but not retailer satisfaction. Retailer satisfaction with a manufacturer's brand influences in-store brand performance, brand commitment and brand trust. Thus it is not just the brand name but also the associated brand benefits that create "trade leverage" for manufacturers.

Hasil (Bahasa Indonesia) 2:

Implikasi untuk penelitian masa depan

Ketika menafsirkan hasil beberapa keterbatasan penelitian yang jelas. Desain penelitian berfokus pada supermarket pembeli ritel, dan perspektif merek di tingkat lain dalam organisasi ritel juga mungkin berbeda. Dalam konteks penelitian ini, hubungan antara pengecer dan memasok produsen yang mapan. Temuan ini mungkin tidak berlaku untuk sektor ritel lain yang baik memiliki kepemilikan kurang terkonsentrasi atau lebih dinamis. Di supermarket ritel berbagai merek ditawarkan kepada pelanggan luas. Namun, pekerjaan dalam konteks pengecer lain akan lebih menguji kerangka. Salah satu contohnya adalah di mana distributor menjual barang bermerek ke pengecer kecil yang menawarkan berbagai kurang luas barang.

Salah satu isu pengukuran adalah penghapusan kerjasama dan ketergantungan dalam proses validasi skala. Skala ini sebelumnya telah dinilai persepsi pengecer 'dari produsen, bukan merek. Penghapusan konstruk kerjasama dapat berarti bahwa kerjasama dengan produsen mengenai hal-hal merek terjadi pula dan kurang perhatian. Penghapusan ketergantungan konstruk dapat menunjukkan bahwa mengingat jumlah besar merek di supermarket, skala ini mungkin tidak cukup sensitif untuk mengukur ketergantungan merek dari perspektif pengecer.

Dalam penelitian ini kami juga fokus pada sisi permintaan merek tapi tidak pasokan sisi. Penelitian bisa menyelidiki masalah sisi penawaran seperti pengaruh kualitas pelayanan, hubungan tenaga penjualan dan isu-isu permintaan lain seperti keahlian pemasaran umum produsen. Selain itu, kami digunakan terutama kategori kelontong di mana investasi sumber daya pengecer kurang dari kategori supermarket lainnya seperti makanan dingin dan beku. Penelitian bisa memeriksa efek dari produsen merek di kategori yang memerlukan tingkat yang lebih besar dari pengecer investasi.

Kesimpulan

penelitian ini menunjukkan bahwa merek produsen 'memiliki beberapa manfaat bagi pengecer, yang mempengaruhi kepuasan pengecer dengan merek, kepercayaan dan kepuasan kinerja. Dengan demikian, penelitian kami menantang pandangan bahwa merek produsen 'yang tidak penting untuk pengecer. Temuan juga menunjukkan bahwa nilai merek produsen 'ke pengecer tidak hanya finansial tetapi juga mencakup tiga manfaat lain yang mempengaruhi retailer evaluasi merek.

Produsen merek manfaat bagi pengecer berasal tidak hanya dari ekuitas merek tetapi juga dari hubungan dengan pelanggan pengecer , keuntungan finansial dan dukungan produsen merek yang mempengaruhi kepuasan pengecer dengan merek. Manfaat merek ini juga berdampak berbeda pada kinerja, kepercayaan dan komitmen. Manfaat keuangan mempengaruhi penilaian pengecer 'kinerja merek, sementara ekuitas merek mempengaruhi komitmen pengecer terhadap merek, tapi tidak kepuasan pengecer. Kepuasan pengecer dengan merek produsen pengaruh di dalam toko kinerja merek, komitmen merek dan kepercayaan merek. Jadi bukan hanya nama merek tetapi juga manfaat merek terkait yang menciptakan "pengaruh perdagangan" bagi produsen.