TY - JOUR
T1 - Commercial and interpersonal relationships; Using the structure of interpersonal relationships to understand individual-to-individual, individual-to-firm, and firm-to-firm relationships in commerce
AU - Iacobucci, Dawn
AU - Ostrom, Amy
PY - 1996/2
Y1 - 1996/2
N2 - Marketers have conceptualized relationships in many commercial settings, whether business marketing (i.e., business-to-business), services marketing (i.e., service provider-to-client), or consumer marketing (i.e., business-to-consumer). In this paper, we examine the extent to which marketing researchers might leverage that which is known about interpersonal relationships to understand the structure and characteristics of commercial dyads. We find strong support of a relationship paradigm in considering marketing phenomena in the context of commercial dyads, but different 'levels' of relational dyads are characterized by different relational dimensions.
AB - Marketers have conceptualized relationships in many commercial settings, whether business marketing (i.e., business-to-business), services marketing (i.e., service provider-to-client), or consumer marketing (i.e., business-to-consumer). In this paper, we examine the extent to which marketing researchers might leverage that which is known about interpersonal relationships to understand the structure and characteristics of commercial dyads. We find strong support of a relationship paradigm in considering marketing phenomena in the context of commercial dyads, but different 'levels' of relational dyads are characterized by different relational dimensions.
KW - Correspondence analysis
KW - Dyads
KW - Relationship marketing
KW - Relationships
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U2 - 10.1016/0167-8116(95)00034-8
DO - 10.1016/0167-8116(95)00034-8
M3 - Article
AN - SCOPUS:0030077842
SN - 0167-8116
VL - 13
SP - 53
EP - 72
JO - International Journal of Research in Marketing
JF - International Journal of Research in Marketing
IS - 1
ER -