The Influence of Trust, Dependence, and Commitment over long term Orientation Among Retailers and Manufacturers in the Brazilian Beverage Market
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12007 |
Resumo: | The main objective of this article is to understand how trust, dependence, and commitment can influence the long-term orientation among retailers and beverage companies in the Brazilian market. To achieve this objective, two research steps were conducted. The first was an exploratory approach using interviews with retailers to obtain a deeper understanding about the Brazilian beverage market and the relationship among retailers and beverage manufacturers. The second step, a quantitative approach, using structured questionnaires with closed questions applied in 299 retailers has evaluated their relationship with the market leaders. The data were evaluated by multiple regression and the results show that (a) the retailers dependence positively influences commitment with beverage companies; (b) trust positively influences the retailers long-term orientation with beverage companies, and; (c) commitment positively influences the retailers long-term orientation with the beverage companies. The hypotheses about the relationship between trust and commitment and between dependence and long-term orientation were not supported. |
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The Influence of Trust, Dependence, and Commitment over long term Orientation Among Retailers and Manufacturers in the Brazilian Beverage MarketA Influência da Confiança, Dependência e Comprometimento na Orientação de Longo Prazo de Varejistas para com os Fabricantes Líderes do Mercado de BebidasLong term orientation; Trust; Commitment; Dependence.Orientação de longo prazo; Confiança; Comprometimento; DependênciaThe main objective of this article is to understand how trust, dependence, and commitment can influence the long-term orientation among retailers and beverage companies in the Brazilian market. To achieve this objective, two research steps were conducted. The first was an exploratory approach using interviews with retailers to obtain a deeper understanding about the Brazilian beverage market and the relationship among retailers and beverage manufacturers. The second step, a quantitative approach, using structured questionnaires with closed questions applied in 299 retailers has evaluated their relationship with the market leaders. The data were evaluated by multiple regression and the results show that (a) the retailers dependence positively influences commitment with beverage companies; (b) trust positively influences the retailers long-term orientation with beverage companies, and; (c) commitment positively influences the retailers long-term orientation with the beverage companies. The hypotheses about the relationship between trust and commitment and between dependence and long-term orientation were not supported.O objetivo principal deste estudo analisar como a confiana, o comprometimento e a dependncia influenciam a orientao de longo prazo de varejistas para com o relacionamento com as empresas fabricantes de cervejas e refrigerantes lderes no mercado nacional. Para atingir o objetivo proposto, fizeram-se necessrias duas etapas de pesquisa. Na primeira etapa de cunho exploratrio, foram realizadas entrevistas em profundidade com varejistas que possuam relacionamento comercial com as empresas lderes do mercado nacional de cervejas e refrigerantes; esta etapa possibilitou aprofundamento sobre o campo de estudo e adequao de escalas aplicadas a segunda etapa de pesquisa. Na segunda etapa de pesquisa, por meio de questionrio composto por questes fechadas, 299 varejistas avaliaram seu relacionamento com os fabricantes lderes de mercado. Utilizando-se de regresso mltipla, os resultados indicam que: (a) a dependncia dos varejistas influencia positivamente o comprometimento para com os fabricantes, (b) a confiana influencia positivamente a orientao de longo prazo dos varejistas para com os fabricantes e, (c) o comprometimento influencia positivamente a orientao de longo prazo dos varejistas para com os fabricantes. As hipteses que consideravam a relao entre confiana e comprometimento e entre dependncia e orientao de longo prazo no obtiveram significncia estatstica.DOI: 10.5585/remark.v12i3.2328Universidade Nove de Julho - Uninove2013-12-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1200710.5585/remark.v12i3.2328ReMark - Revista Brasileira de Marketing; v. 12, n. 3 (2013): Julho - Setembro; 206-2302177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12007/5635Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessGarrido, Ivan LapuenteCunha, Fernando RafaelBergamin, Fernandode Matos, Celso Augusto2019-02-19T17:44:32Zoai:https://periodicos.uninove.br:article/12007Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:44:32REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
The Influence of Trust, Dependence, and Commitment over long term Orientation Among Retailers and Manufacturers in the Brazilian Beverage Market A Influência da Confiança, Dependência e Comprometimento na Orientação de Longo Prazo de Varejistas para com os Fabricantes Líderes do Mercado de Bebidas |
title |
The Influence of Trust, Dependence, and Commitment over long term Orientation Among Retailers and Manufacturers in the Brazilian Beverage Market |
spellingShingle |
The Influence of Trust, Dependence, and Commitment over long term Orientation Among Retailers and Manufacturers in the Brazilian Beverage Market Garrido, Ivan Lapuente Long term orientation; Trust; Commitment; Dependence. Orientação de longo prazo; Confiança; Comprometimento; Dependência |
title_short |
The Influence of Trust, Dependence, and Commitment over long term Orientation Among Retailers and Manufacturers in the Brazilian Beverage Market |
title_full |
The Influence of Trust, Dependence, and Commitment over long term Orientation Among Retailers and Manufacturers in the Brazilian Beverage Market |
title_fullStr |
The Influence of Trust, Dependence, and Commitment over long term Orientation Among Retailers and Manufacturers in the Brazilian Beverage Market |
title_full_unstemmed |
The Influence of Trust, Dependence, and Commitment over long term Orientation Among Retailers and Manufacturers in the Brazilian Beverage Market |
title_sort |
The Influence of Trust, Dependence, and Commitment over long term Orientation Among Retailers and Manufacturers in the Brazilian Beverage Market |
author |
Garrido, Ivan Lapuente |
author_facet |
Garrido, Ivan Lapuente Cunha, Fernando Rafael Bergamin, Fernando de Matos, Celso Augusto |
author_role |
author |
author2 |
Cunha, Fernando Rafael Bergamin, Fernando de Matos, Celso Augusto |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Garrido, Ivan Lapuente Cunha, Fernando Rafael Bergamin, Fernando de Matos, Celso Augusto |
dc.subject.por.fl_str_mv |
Long term orientation; Trust; Commitment; Dependence. Orientação de longo prazo; Confiança; Comprometimento; Dependência |
topic |
Long term orientation; Trust; Commitment; Dependence. Orientação de longo prazo; Confiança; Comprometimento; Dependência |
description |
The main objective of this article is to understand how trust, dependence, and commitment can influence the long-term orientation among retailers and beverage companies in the Brazilian market. To achieve this objective, two research steps were conducted. The first was an exploratory approach using interviews with retailers to obtain a deeper understanding about the Brazilian beverage market and the relationship among retailers and beverage manufacturers. The second step, a quantitative approach, using structured questionnaires with closed questions applied in 299 retailers has evaluated their relationship with the market leaders. The data were evaluated by multiple regression and the results show that (a) the retailers dependence positively influences commitment with beverage companies; (b) trust positively influences the retailers long-term orientation with beverage companies, and; (c) commitment positively influences the retailers long-term orientation with the beverage companies. The hypotheses about the relationship between trust and commitment and between dependence and long-term orientation were not supported. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-12-06 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12007 10.5585/remark.v12i3.2328 |
url |
https://periodicos.uninove.br/remark/article/view/12007 |
identifier_str_mv |
10.5585/remark.v12i3.2328 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12007/5635 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 12, n. 3 (2013): Julho - Setembro; 206-230 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138643108954112 |