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THE ROLE OF RELATIONSHIP VALUE IN EXPORTER–IMPORTER RELATIONSHIPS: PLS-SEM AND FSQCA FINDINGS
Dionysios Skarmeas,Charalampos Saridakis,Constantinos N. Leonidou 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
Value creation constitutes the essential purpose of a business relationship. However, limited research examines the role of relationship value in interfirm relationships in general and in international business settings in particular. This study develops a conceptual model that positions psychic distance, relational norms, and relationship learning as antecedents of relationship value, and relationship quality and performance as its key outcomes in international channel relationships. The study uses partial least squares-structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to test the model relationships. Comparing the findings of these two approaches provides an interesting basis for discussion on the importance and applicability of PLS-SEM and fsQCA. Furthermore, the results provide an important addition to the relationship value literature and an interesting discussion on the asymmetric versus symmetric relationships among the observations.
CONSUMERS’ REACTIONS TO VARIETY REDUCTION IN GROCERY PRODUCT CATEGORIES: A REACTANCE THEORY APPROACH
Paraskevas C. Argouslidis,Dionysios Skarmeas,Antonios Kühn,Alexis Mavrommatis 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
Drawing on psychological reactance theory, this study examines consumers’ reactions to grocery categories’ variety reductions. Results show negative main effects on post-reduction satisfaction with variety and store patronage intentions, which are moderated by grocery category nature and by consumers’ intrinsic need for variety and attitude toward private label brands.