Lee, Yong-ki; Kim, Sally; Kim, Min-Seong; Lee, Jae-Han; … - In: Journal of Business & Industrial Marketing 30 (2015) 7, pp. 830-841
Purpose – This paper aims to examine the effect of different relational bonding strategies on franchisees’ perceptions of benefits. The duration of the relationship is framed as a moderator between three types of relational bonds and the perceived benefits. Design/methodology/approach –...