This case study is intended to develop an appreciation for the role of trust in buyer seller relationships through a fictional account of a student's summer job. Given the high likelihood that students will have a sales job during their studies, or shortly after their graduation, this case can...

Past researchers have examined the influence of sales events on multitude of variables. However, there exists a gap with regards to specific examination of the influence of sales events on consumer participation in sales events and their expectations from the sales events. In this study, we...