Open Access. Powered by Scholars. Published by Universities.®
- Institution
Articles 1 - 2 of 2
Full-Text Articles in Other Business
Marketing Activity Influences On Brand Attractiveness & Loyalty, Keiondre' Mcallister
Marketing Activity Influences On Brand Attractiveness & Loyalty, Keiondre' Mcallister
McNair Scholars Research
While selecting a specific brand could seem simple, many variables are considered. Consumers must trust that the chosen brand meets their needs by providing value. Value differs for everyone; however, four value pillars within the value creation pyramid could explain which value attracts the consumer most to a brand. These value elements will be explored to explain consumer preferences.
Fairness-Trust-Loyalty Relationship Under Varying Conditions Of Supplier-Buyer Interdependence, Thani Jambulingam, Ravi Kathuria, John R. Nevin
Fairness-Trust-Loyalty Relationship Under Varying Conditions Of Supplier-Buyer Interdependence, Thani Jambulingam, Ravi Kathuria, John R. Nevin
Business Faculty Articles and Research
Relationship marketing plays a significant role in supply chain practice and academic studies. Using the resource advantage theory within the relationship marketing framework, we studied the mediating role of trust as a governance mechanism in the fairness-loyalty relationship under different types of interdependence structure between suppliers (wholesalers) and buyers (retailers). Our findings, based on data from retail pharmacies, demonstrate that only under conditions of symmetric independence, trust, as a governance mechanism, completely mediate the relationship between fairness and loyalty. Under conditions of both perceived independence (i.e., lack of interdependence) and asymmetric buyer dependence, however, trust does not mediate but fairness …