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Cited by 1,485

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

Mohr, Jakki, Nevin, John R.·1990·Journal of Marketing
DOI 10.1177/002224299005400404
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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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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
DOI
10.1177/002224299005400404
OpenAlex
W2315084850
Cited by
1,485
References
4
FWCI
10.65
Type
journal article
Language
en
Open access
closed

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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.