M. Goaill, Majid and Perumal, Selvan and Mohd Noor, Nor Azila (2013) The moderating effect of strength of manufacturer's brands on the relationship between retailer’s relationship satisfaction and commitment: A theoretical model. International Review of Management and Marketing, 3 (3). pp. 93-101. ISSN 2146-4405

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Abstract

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.

Item Type:	Article
Uncontrolled Keywords:	Manufacturer-retailer relationship; Relationship satisfaction; Commitment; Strength of brands.
Subjects:	T Technology > TS Manufactures
Divisions:	School of Business Management
Depositing User:	Dr. Selvan a/l Perumal
Date Deposited:	20 Apr 2014 03:30
Last Modified:	18 Apr 2016 06:46
URI:	https://repo.uum.edu.my/id/eprint/10495

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