A CAUSAL INVESTIGA TION OF RELA TIONAL NORMS AND CHANNEL MEMBER SUPPORT ACTIVITIES IN THE INDIAN MARKET
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Using three ofMacneils relational norms within the context ofIndian buyer-seller relationships, this study errrpirically examines the effect of relational norms on channel member support activities undertaken by manufacturers. The results o f path analyses suggest that solidarity, the preservation o f a trusting, ongoing relationship, may be an important determinant of marketing-related support activities provided to channel members. On the other hand, role integrity, which captures the complexity aspect ofrelational norms, and mutuality, which is the preclusion ofregular monitoring, have insignificant effects on channel member support activities
Abstract
Using three ofMacneils relational norms within the context ofIndian buyer-seller relationships, this study errrpirically examines the effect of relational norms on channel member support activities undertaken by manufacturers. The results o f path analyses suggest that solidarity, the preservation o f a trusting, ongoing relationship, may be an important determinant of marketing-related support activities provided to channel members. On the other hand, role integrity, which captures the complexity aspect ofrelational norms, and mutuality, which is the preclusion ofregular monitoring, have insignificant effects on channel member support activities