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The Effects of Cultural Familiarity and Value Similarity on Benevolence in the Export-import Relationship

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This study examines the effects of importers cultural familiarity andvalue similarity on the importers benevolence towards its foreign exporter in an export-import relationship. The results indicate that both the importers cultural familiarity and value similarity significantly affect the importers commitment to the relationship with the exporter partner.The results also indicate that affective commitment has a positive effecton altruistic benevolence and calculative commitment has a positive influence on mutualistic benevolence. In turn, the importers mutualistic benevolence is shown to have a positive impact on relationship performance. Managerial implications for international marketers are discussed.

Abstract

This study examines the effects of importers cultural familiarity andvalue similarity on the importers benevolence towards its foreign exporter in an export-import relationship. The results indicate that both the importers cultural familiarity and value similarity significantly affect the importers commitment to the relationship with the exporter partner.The results also indicate that affective commitment has a positive effecton altruistic benevolence and calculative commitment has a positive influence on mutualistic benevolence. In turn, the importers mutualistic benevolence is shown to have a positive impact on relationship performance. Managerial implications for international marketers are discussed.

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