The Role of Trust within the Behavioural Perspective on Marketing Channels

The Role of Trust within the Behavioural Perspective on Marketing Channels
Document type
Working Paper
Author(s)
Duarte, Margarida Davies, Gary
Publisher
Manchester Business School
Date of publication
29 March 2010
Subject(s)
Marketing: all aspects of marketing, advertising and public relations
Collection
Business and management
Material type
Reports

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In the channels literature, research involving behavioural constructs is extensive. However, there have been persistent calls for more comprehensive models to explain channel phenomena, particularly where all construct inter-relationships are specified and tested.

Specifically, our objective is to contribute to a better understanding of how trust is influenced by the effects of power and its application, and how trust affects critical relationship outcomes (cooperation, conflict, and satisfaction). In the last decade the channels literature has shown a pervasive and continuing interest in trust and its central role of trust in relationship building and maintenance. As a result, channel researchers have increasingly incorporated trust in models of channel relationships. However, although many constructs have been related to trust, linkages with power have been neglected.

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