Construct · 1 fields · 1 citations

commitment-trust theory: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed

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Marketing

relationship marketing succeeds when commitment and trust are present, as key mediators of cooperation.

In marketing, commitment-trust theory refers to relationship marketing succeeds when commitment and trust are present, as key mediators of cooperation. This meaning comes from Morgan (1994) in Journal of Marketing.[1]

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Nearby constructs

commitment5 fields · 9 citationsjingle · one name, five constructs cooperation4 fields · 4 citationsjingle · one word, four constructs levels of relationship marketing1 fields · 1 citationsanchor · a standalone construct

References

Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302

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