This study attempts to broaden and deepen our understanding of the relationship between commitment and performance in channels partnerships. Within the sizeable stream of channels research that has sought, over the past two decades, to investigate relationship issues, commitment has emerged as an important relationship-enhancing bond. Nevertheless, marketing scholars have yet to address conclusively the matter of how commitment benefits performance in practice. Using a sample of 539 franchisee franchisor relationships, this paper tests nomological associations between a franchisees long-term commitment and behavioral commitment and a habit of thought, that is, perceived relationship superiority, conducive to exchange relationship effectiveness. The results provide support for this thesis.
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