A CAUSAL INVESTIGATION OF RELATIONAL NORMS AND CHANNEL MEMBER SUPPORT ACTIVITIES IN THE INDIAN MARKET

Using three of Macneil's relational norms within the context of Indian buyer-seller relationships, this study empirically examines the effect of relational norms on channel member support activities undertaken by manufacturers. The results of path analyses suggest that solidarity, the preservation of a trusting, ongoing relationship, may be an important determinant of marketing-related support activities provided to channel members. On the other hand, role integrity, which captures the complexity aspect of relational norms, and mutuality, which is the preclusion of regular monitoring, have insignificant effects on channel member support activities.