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postheadericon Does Morality explain Opportunism in Marketing Channel Negotiation Practices? The Moderating Role of Trust

Purpose – Retailers are increasingly forced to enter negotiations with new suppliers and have less time to develop trusting relationships prior to awarding sourcing contract. Such supplier negotiations are often guided by self-interest seeking behavior. However, not all exchange partners behave opportunistically when given the opportunity and little is known about how and when opportunism actually occurs. This research develops a multidimensional perspective of exchange partner’s Machiavellianism that reveals different types of opportunistic motivations in exchange relationships. We further extend our knowledge of socialization as a safeguard by investigating the efficacy of signaling trustworthiness as means for reducing the risk of opportunistic behavior in exchanges with partners with different moral standards about opportunism.

Design/methodology/approachOur data consists of a sample of 259 purchasing professionals who are members of the Institute of Supply Chain Management and report on their negotiation behavior. Moderated regression analysis is used to analyze the research model.

Findings – Our results show that that opportunistic behavior originates from a multidimensional set of moral convictions held by an exchange partner. Interestingly, signaling a trusting relationship only reduces opportunistic behavior that is due to deceit, but is not effective against cynicism or flattery.

Originality/valueTo date, retail managers address potential partner opportunism by designing contractual agreements or by implementing structural and social safeguards. Little is known about how these approaches address partner-specific causes of opportunism. Our study demonstrates that the extent to which trust, a popular socialization mechanism in retailing, moderates the degree to which an exchange partner’s moral conviction leads to opportunism.

Grzeskowiak, S., Al-Khatib, J. A. (2009) "Does Morality explain Opportunism in Marketing Channel Negotiation Practices? The Moderating Role of Trust," International Journal of Retailing and Distribution Management, 37 (2).

 

Last Updated (Friday, 29 April 2011 21:39)

 

postheadericon Social Motivations for Brand Loyalty: The Role of Conformity and Escapism

We posit and show that some consumers may remain brand loyal because of their motivation to conform; conversely, others may do so because of their motivation to break away. Furthermore, we identify two central moderating variables, product knowledge and self-image congruence, that determine how conformity or escapism motivation affect brand loyalty. We show that these common communication goals play an asymmetric role for each motive. In particular, self-image congruence is found to enhance brand loyalty for consumers who are motivated to conform, but not for those who are driven to escape. Alternatively, product knowledge is found to enhance brand loyalty for escapism motivated consumers, but inhibits brand loyalty for consumers who are bound to conform. Given that both moderators are central to most brand-related marketing communication, the insights of this study will help brand managers better understand the impact of communication goals on brand loyalty and ultimately, marketing performance.

Labrecque, L, Grzeskowiak, S., Krishen, A. (forthcoming) “Social Motivations for Brand Loyalty: The Role of Conformity and Escapism,” Journal of Brand Management.

Last Updated (Friday, 29 April 2011 21:29)

 

postheadericon How can mall management best capture mall image?

One way to generate more traffic in a mall is to build a strong mall image perceived by shoppers as delivering a unique bundle of benefits.  Such effort has to be guided by a performance metric, namely a comprehensive measure of mall image.  We hypothesize that mall image can best be conceptualized in terms of five major dimensions a la Ailawadi and Keller’s (2004) retail branding dimensions: access, store atmosphere, price and promotion, cross-category assortment, and within-category assortment.  The predictive (nomological) validity of the mall image measure was tested in relation to mall attitude, mall patronage, and word-of-mouth communications.  We validated the mall image measure using data generated with mall-intercept surveys in two different malls in a large city in Canada (N = 861).  The data provided support for the predictive validity of the mall image measure.  Managerial implications of the mall image measure are also discussed.

Chebat, J.S., Sirgy, M.J., and Grzeskowiak, S. (2010) “How can Mall Management Best Capture Mall Image?” Journal of Business Research, 63(7), 735-40.

Last Updated (Friday, 29 April 2011 20:50)

 
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