Partner effort in marketing alliances : the role of compliance
Identifieur interne : 00C388 ( Main/Exploration ); précédent : 00C387; suivant : 00C389Partner effort in marketing alliances : the role of compliance
Auteurs : S. P. Gudergan [Australie] ; R. S. EllisSource :
Descripteurs français
- Pascal (Inist)
English descriptors
- KwdEn :
Abstract
In this paper we suggest a conceptual model of partner effort in marketing alliances. The conceptualisation takes into account behavioural decision making processes as well as social and interactional processes. Based on an integration of prospect theory and theories in interactional psychology, we explore direct and mediated effects as well as interactions. We propose that three constructs - perceived risk, risk taking tendency and compliance tendency - directly affect partner effort.
Affiliations:
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Le document en format XML
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