The DOI matches its Crossref record; 4 of the 4 references it cites were found in a registry or an index.
Communication Strategies in Marketing Channels: A Theoretical Perspective
Abstract
Though the marketing literature acknowledges that communication plays a vital role in channel functioning, it provides no integrated theory for channel communication. The authors build a theoretical model to help understand the role of communication in marketing channels. They propose a contingency theory in which communication strategy moderates the impact of channel conditions (structure, climate, and power) on channel outcomes (coordination, satisfaction, commitment, and performance). When a communication strategy matches the channel conditions, channel outcomes will be enhanced in comparison with the outcomes when a communication strategy mismatches channel conditions.
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Citations
Cites
Developing buyer-seller relationships
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987) · Journal of Marketing · doi:10.1177/002224298705100202 · Cited by 9,139
Determinants of Coordination Modes within Organizations
Ven, A. H. V. D., Delbecq, A. L., & Koenig, R. (1976) · American Sociological Review · doi:10.2307/2094477 · Cited by 1,979
Organizational communication and performance
Snyder, R. A., & Morris, J. H. (1984) · Journal of Applied Psychology · doi:10.1037/0021-9010.69.3.461 · Cited by 154
The distortion of upward communication in hierarchical organizations
Athanassiades, J. C. (1973) · Academy of Management Journal · doi:10.2307/255323 · Cited by 96
Cited by
The commitment-trust theory of relationship marketing
Morgan, R. M., & Hunt, S. D. (1994) · Journal of Marketing · doi:10.1177/002224299405800302 · Cited by 22,355
The use of pledges to build and sustain commitment in distribution channels
Anderson, E., & Weitz, B. (1992) · Journal of Marketing Research · doi:10.1177/002224379202900103 · Cited by 3,431
Using Online Conversations to Study Word-of-Mouth Communication
Godes, D., & Mayzlin, D. (2004) · Marketing Science · doi:10.1287/mksc.1040.0071 · Cited by 2,601
Moorman, C., Zaltman, G., & Deshpande, R. (1992) · Journal of Marketing Research · doi:10.1177/002224379202900303 · Cited by 1,901
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2009) · Information Systems Research · doi:10.1287/isre.1080.0188 · Cited by 990
Metadata
- Authors
- Mohr, J., & Nevin, J. R.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 1990-10
- Volume
- 54
- Issue
- 4
- Pages
- 36-51
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2315084850
- Cited by
- 1,485
- References
- 4
- FWCI
- 10.65
- Type
- journal article
- Language
- en
- Open access
- closed
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- Mohr, J., & Nevin, J. R. (1990). Communication Strategies in Marketing Channels: A Theoretical Perspective. Journal of Marketing. https://doi.org/10.1177/002224299005400404
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
