An investigation of the effect of family influence on Commitment–Trust in retailer–vendor strategic partnerships


Marketing and Professional Sales

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The Commitment–Trust theory (Morgan & Hunt, 1994) and the F-PEC scale of family influence (Astrachan, Klein, & Smyrnios, 2002) were utilized in a 6-construct model that examines family influence in retailer–vendor strategic partnerships in the United States. Partial least squares structural equation modeling (PLS-SEM) was used to test the model. Six of the nine hypotheses were supported. Family influence explained twenty-seven percent of the value generated by the strategic partnership relationship. The model confirmed the Commitment–Trust theory, though family influence on trust was very limited. Expansion of the model and future testing in different contexts would help to refine and develop the model, including a better understanding of family influences in strategic partnerships.