search query: @author Bello, D. C. / total: 7
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| Author: | Gilliland, D. I. Bello, D. C. |
| Title: | Two Sides to Attitudinal Commitment: The Effect of Calculative and Loyalty Commitment on Enforcement Mechanisms in Distribution Channels |
| Journal: | Journal of the Academy of Marketing Science
2002 : WINTER, VOL. 30:1, p. 24-43 |
| Index terms: | ATTITUDES LOYALTY DISTRIBUTION CHANNELS DISTRIBUTION |
| Language: | eng |
| Abstract: | Considering two very different components of a manufacturer's attachment to an independent channel intermediary extends previous conceptualizations of attitudinal commitment. Relying on commitment theory, a model is developed that describes how attitudinal commitment may reside in either the instrumental or the social strain of a manufacturer's relationship with its distributor. For each strain, the developmental role played by key facets of the channel setting - relative dependence, pledges, and trust - are shown. Furthermore, the nature of the attachment bond is posited to motivate very different governance mechanisms as the distribution agreement is enforced by either social or contractual means. |
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