To read this content please select one of the options below:

An exploratory examination of the relationship between channel support mechanisms and relational norms in an international context

Audhesh K. Paswan (Assistant Professor of Marketing, Department of Marketing, University of North Texas, Denton, Texas, USA)
Joyce A. Young (Associate Professor of Marketing, School of Business, Indiana State University, Terre Haute, Indiana, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 December 1999

840

Abstract

Empirically examines the validity of three of Macneil’s relational norms within the context of Indian buyer‐seller relationships. Finds initial evidence to suggest that the underlying structure of relationalism between buyers and sellers in India possesses both an immediate and a long‐term perspective, tangible and intangible monitoring, and general versus specific performance expectations. Indicates that both the current degree of trust and long‐term relational perspective are positively associated with more strategic and marketing‐related support mechanisms offered to channel members. Conversely, only long‐term orientation and tangible monitoring concerns manifest themselves through tactical support to channel members. The remaining three sub‐dimensions which are more related to performance aspects of relational norms are not directly associated with channel member support.

Keywords

Citation

Paswan, A.K. and Young, J.A. (1999), "An exploratory examination of the relationship between channel support mechanisms and relational norms in an international context", Journal of Business & Industrial Marketing, Vol. 14 No. 5/6, pp. 445-455. https://doi.org/10.1108/08858629910290247

Publisher

:

MCB UP Ltd

Copyright © 1999, MCB UP Limited

Related articles