Abstract

This study examines how brand performance, brand strength and role performance affect retailer satisfaction, specifically economic and non-economic satisfaction. The research model was proposed and empirically tested using data collected from retailers that their in-store area is bigger than 100 m² in Turkey. Results reveal that brand performance and meeting consumer needs as a dimension of brand strength influences retailer satisfaction both economically and non economically. However, other dimensions of brand strength and innovation of manufacturer brand did not have a significant influence on satisfaction. Also, specific relationships between role performance of manufacturer and satisfaction of retailer are discussed.

Key words: Brand performance, brand strength, role performance, satisfaction, retailer.