The effects of discrepant power perceptions in a marketing channel
作者:
John F. Gaski,
期刊:
Psychology&Marketing
(WILEY Available online 1984)
卷期:
Volume 1,
issue 3‐4
页码: 45-56
ISSN:0742-6046
年代: 1984
DOI:10.1002/mar.4220010306
出版商: Wiley Subscription Services, Inc., A Wiley Company
数据来源: WILEY
摘要:
AbstractThere have been numerous attempts to measure power in marketing channels, most relying on perceptions reported by the channel entities. Such measures have been shown to suffer from considerable bias (Phillips 1981). In particular, perceptions from different sides of a channel dyad may not be in close agreement. This study attempts to identify some consequences of such a perceptual disparity.
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