Opportunism in Brand Partnerships: Effects of Coercion and Relationship Norms

Material TypeArticleLanguageEnglish
TitleOpportunism in Brand Partnerships: Effects of Coercion and Relationship Norms Author(S)Chekitan S. Dev (Author)
Abstract  Brand partner opportunism—deceptive or guileful behavior to gain an advantage—is a threat to a successful brand partnership. In this study, the authors examined the effects of coercive and noncoercive tactics for preventing opportunism as those tactics are influenced by relational norms—mutually held standards of behavior that support close relationships. ...Paginationp 374-376
SubjectHome economicsDescriptorsHospitality industry
Journal TitleCornell Hospitality Quarterly  
Permanent Linksclick here