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Toward an encompassing theory of business marketing relationships (BMRS) and interpersonal commercial relationships (ICRS): An empirical generalization

✍ Scribed by Dawn Iacobucci; Jonathan D. Hibbard

Book ID: 101297955
Publisher: John Wiley and Sons
Year: 1999
Tongue: English
Weight: 288 KB
Volume: 13
Category: Article
ISSN: 1094-9968
DOI: 10.1002/(sici)1520-6653(199922)13:3<13::aid-dir2>3.0.co;2-z

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✦ Synopsis

This paper explores business marketing relationships (BMRs) and interpersonal commercial relationships (ICRs). The literature in these two areas is analyzed to develop an overarching theoretical understanding of how marketing relationships function in the marketplace. The authors create empirical generalizations by analyzing the interrelationships among constructs that researchers have studied in a variety of operationalizations and settings during the past decade. This analysis is used to build a conceptual model