The relationship between marketing mix and retailer-perceived brand equity

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 is scarcely investigated in a B2B context. This research investigates the impact of Nu Green—a brand of tea as a manufacturer’s marketing efforts on retailer-perceived brand equity. Design/methodology/approach Methods: Based on the positivist paradigm, we followed a survey-based approach to collect data from 125 retailers of Nu Green Tea brand from Indonesia. The collected data was rigorously analyzed by means of structural equation modeling. Findings 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 retailer-perceived brand equity of Nu Green. Originality/value Originality: This research extends our understanding of retail marketing in a Business...