Publication Type

Journal Article

Publication Date

8-1995

Abstract

Channels research has consistently argued that asymmetric channel relationships are more dysfunctional than those characterized by symmetric interdependence, The authors propose that the degree of both interdependence asymmetry and total interdependence affect the level of interfirm conflict, trust, and commitment. Using survey data from automobile dealers, they demonstrate that, with increasing interdependence asymmetry, the dealer's trust in and commitment to the supplier decline while interfirm conflict increases, In addition, they demonstrate that relationships with greater total interdependence exhibit higher trust, stronger commitment, and lower conflict than relationships with lower interdependence. The effects on conflict are consistent with those predicted by bilateral deterrence theory, and the effects on trust and commitment are in accord with the authors' bilateral convergence predictions.

Keywords

power-dependence relations, distribution channels, performance outcomes, close relationships, marketing channels, commitment, perspective, strategies, conflict, trust

Discipline

Marketing

Research Areas

Marketing

Publication

Journal of Marketing Research

Volume

32

Issue

3

First Page

348

Last Page

356

ISSN

0022-2437

Identifier

10.2307/3151986

Publisher

American Marketing Association

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Additional URL

http://doi.org/10.2307/3151986

Included in

Marketing Commons

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