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 Tea’s marketing mix on retailer-perceived brand equity.
Methods: Based on the positivist paradigm, we followed a survey based approach to زollect data from 125 retailers of Nu Green Tea brand from Indonesia. The collected data was rigorously analyzed by means of structural equation modeling.
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 Tea.
Originality: This research extends our understanding of retail marketing in a Businessto- Business context by investigating the impact of marketing efforts on retailerperceived brand equity.