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Generalizations About Trust In Marketing Channel Relationships Using Meta-Analysis, Inge Geyskens, Jan-Benedict E. M. Steenkamp, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

This meta-analysis examines the role of trust in marketing channels. First, the analysis of painwise relationships involving trust indicates that trust, on average, exhibits a robust and strong relationship with other channel relationship constructs under a wide range of different conditions. Next, we explored systematic patterns of variation in the correlations. The results demonstrate that the use of experiments, samples drawn from multiple industries, and US data tend to produce larger effects than the use of field studies, samples drawn from a single industry, and European data respectively do. Various other methodological characteristics of studies did not have significant effects. …