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Keywords: Commitment misperception
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Journal Articles
Journal of Business & Industrial Marketing (2024) 39 (11): 2519–2529.
Published: 12 September 2024
...Fanglan Pang; Ruifeng Wei; Guijun Zhuang Purpose This paper aims to evaluate the effect of commitment misperception on channel conflict. It highlights the importance of trust and transaction-specific investments for business marketing strategies. Design/methodology/approach This paper develops...
