Premium
The effects of discrepant power perceptions in a marketing channel
Author(s) -
Gaski John F.
Publication year - 1984
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220010306
Subject(s) - dyad , perception , psychology , channel (broadcasting) , power (physics) , marketing channel , social psychology , measure (data warehouse) , marketing , computer science , business , telecommunications , data mining , physics , quantum mechanics , neuroscience
There have been numerous attempts to measure power in marketing channels, most relying on perceptions reported by the channel entities. Such measures have been shown to suffer from considerable bias (Phillips 1981). In particular, perceptions from different sides of a channel dyad may not be in close agreement. This study attempts to identify some consequences of such a perceptual disparity.