Overview

Trust in Marketing Relationships illustrates that the importance of trust has intensified as markets have become more complex. Sandro Castaldo attempts to order the analytical complexity and myriad perspectives that characterise research on trust. He aims not to simplify this complexity, but to present guidelines for an interpretative model of trust, and to define fundamental concepts for trust management strategies. Issues explored include: the nature of trust, the relevance of trust to firms' intangible assets and value creation; dimensions of trust in marketing studies; psychological, sociological and organizational studies and the transactional cost theory; trust determinants, consequences and evolutionary processes and cycles.

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9786613219930

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