Seyedghorban, Zahra; Simpson, Dayna; Matanda, Margaret … - In: Journal of Business & Industrial Marketing 36 (2020) 7, pp. 1130-1146
Purpose: The purpose of this study is to explore the dynamics of trust creation in an early buyer–supplier relationship phase at the interpersonal level. The authors use a brand-based communication approach to investigate the trust–risk–commitment link. Design/methodology/approach: Survey...