Communication in Marketing Channels

Abstract

In terms of the political economy framework, Mohr, Fisher, and Nevin (1996) have shed light on the issue of how the internal economic structure and processes respectively moderate the effects of channel communication. However, the question of whether and how the internal sociopolitical structure and processes respectively moderate the effects of channel communication has not been empirically investigated. To complement Mohr, Fisher, and Nevin's (1996) work and address the above research question, this study examines how power structure (symmetrical or asymmetrical) and relationalism (relational versus discrete) respectively affect the marginaleffects of communication on trust and perceived performance in channels of distribution. It was found that power symmetry enhances the positive effects of communication, while relationalism undermines them. Theoretical and managerial implications were drawn from these findings.