The moderating effect of strength of manufacturer's brands on the relationship between retailer’s relationship satisfaction and commitment: A theoretical model
Many recent studies emphasized the importance of retailer's satisfaction and commitment to manufacturer/supplier.These studies investigated the relationship between them as an overall relationship.However, there is a dearth of studies that investigated the dimensions of retailer's satisfac...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
EconJournal
2013
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/10495/1/S.pdf http://repo.uum.edu.my/10495/ http://www.econjournals.com/index.php/irmm/article/view/502/pdf |
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| Summary: | Many recent studies emphasized the importance of retailer's satisfaction and commitment to manufacturer/supplier.These studies investigated the relationship between them as an overall relationship.However, there is a dearth of studies that investigated the dimensions of retailer's satisfaction on commitment, and analyzed the mysterious relationship via strength of manufacturer's
brands as a moderating effect.Therefore, this study is an attempt to provide a value conceptual model that explains the theoretical linkages existing between dimensions of retailer's satisfaction
and commitment, and tries to explain the in-
depth meaning of this relationship through the moderating effect of manufacturer's brand strength in the context of social exchange theory.Additionally, hypotheses on the association between the constructs are
presented as a basis for further study. |
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