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The Moderating Effect of Strength of Manufacturer's Brands on the Relationship between Retailer’s Relationship Satisfaction and Commitment: A Theoretical Model

Author

Listed:
  • Majid M. Goaill

    (Department of Marketing, College of Business, University Utara Malaysia)

  • Selvan Perumal

    (Department of Marketing, College of Business, University Utara Malaysia)

  • Nor Azila M. Noor

    (Department of Marketing, College of Business, University Utara Malaysia)

Abstract

Many recent studies emphasized the importance of retailer's satisfaction and commitment to manufacturer/supplier. These studies investigated the relationship between them as an overall relationship. However, there is a dearth of studies that investigated the dimensions of retailer's satisfaction on commitment, and analyzed the mysterious relationship via strength of manufacturer's brands as a moderating effect. Therefore, this study is an attempt to provide a value conceptual model that explains the theoretical linkages existing between dimensions of retailer's satisfaction and commitment, and tries to explain the in-depth meaning of this relationship through the moderating effect of manufacturer's brand strength in the context of social exchange theory. Additionally, hypotheses on the association between the constructs are presented as a basis for further study.

Suggested Citation

  • Majid M. Goaill & Selvan Perumal & Nor Azila M. Noor, 2013. "The Moderating Effect of Strength of Manufacturer's Brands on the Relationship between Retailer’s Relationship Satisfaction and Commitment: A Theoretical Model," International Review of Management and Marketing, Econjournals, vol. 3(3), pages 93-101.
    • Handle: RePEc:eco:journ3:2013-03-1
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    References listed on IDEAS

    as
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    Cited by:

    1. Suman Prosad Saha, 2017. "The Influence Of Manufacturer Attitude, Brand Strength And Profits On Distributors’ Overall Satisfaction: Evidence From Bangladesh," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 10(1), pages 45-56.

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    More about this item

    Keywords

    Manufacturer-retailer relationship; Relationship satisfaction; Commitment; Strength of brands;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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