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Keywords: Communal/exchange relationship norms
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Journal Articles
International Marketing Review (2026) 43 (7): 1–24.
Published: 15 December 2025
... rather than engage in bilateral negotiation. In organizational and marketplace settings, individuals often place trust in, and defer to, higher-status actors, and do not necessarily expect symmetrical treatment. The communal/exchange relationship norms framework assumes that individuals are motivated...
Includes: Supplementary data

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