Article2003

The effects of market orientation on trust and commitment

Francis John Farrelly · Pascale G. Quester

168 citations0/0 files storedEuropean Journal of Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

There is little empirical research that examines the effects of marketing orientation on the two most important relationship marketing concepts, namely trust and commitment. In this paper, the sponsorship relationship is the focus of an empirical investigation aimed at uncovering the potential effect of market orientation, exhibited by both parties of the sponsorship dyad, upon trust and commitment. By selecting the leading sponsorship property in Australia, the Australian Football League, the majority of key Australian sponsors were included in this study, allowing the authors to draw managerial implications of direct relevance to other sponsors and properties aiming to secure long lasting sponsorship relationships.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 168 citations exist upstream.

References

1994The Commitment-Trust Theory of Relationship Marketing 1965Inequity In Social Exchange 1998Not So Different After All: A Cross-Discipline View Of Trust 1987Developing Buyer-Seller Relationships 1990The Effect of a Market Orientation on Business Profitability 1993Market Orientation: Antecedents and Consequences 1994Determinants of Long-Term Orientation in Buyer-Seller Relationships 1990A Model of Distributor Firm and Manufacturer Firm Working Partnerships

Cited by

2007Coopetition as a Small Business Strategy: Implications for Performance 2010Investigate the Impact of Relationship Marketing Orientation on Customer Loyalty: The Customer's Perspective 2007The Influence of Satisfaction, Perceived Reputation and Trust on a Consumer's Commitment to a Website 2007Market orientation, international business relationships and perceived export performance 2005Cultural vs. operational market orientation and objective vs. subjective performance: Perspective of production and operations

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.