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A meta-analytic review of influence strategies in marketing channel relationships

Author

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  • Wesley James Johnston

    (Georgia State University)

  • Angelina Nhat Hanh Le

    (University of Economics HCMC)

  • Julian Ming-Sung Cheng

    (National Central University)

Abstract

Influence strategies (ISs) are a dominant topic in channel research. However, the literature lacks a consensus on when noncoercive and coercive strategies are more valuable or damaging to partnership quality, and their judicious applications remain unclear. Mainly based on social exchange perspectives, we review and conceptualize several contingency factors in the IS-partnership quality relationships in this metaanalysis. The moderating results generally suggest that the stronger positive impacts of noncoercive ISs result from a higher appreciation for supportive attempts, whereas the higher negative sensitivity to coercive ISs can be attributed to the low acceptability of forceful influences. We determine degrees of appreciation and acceptability by the perceived significance of benefits/damages, expectations, and tolerance levels for both strategies. Also, we synthesize and meta-analyze the key outcomes and antecedents of both strategies in an integrated framework. The direct-effect results indicate that the choice of effectively applying both strategies necessitates a tradeoff between goals and priorities.

Suggested Citation

  • Wesley James Johnston & Angelina Nhat Hanh Le & Julian Ming-Sung Cheng, 2018. "A meta-analytic review of influence strategies in marketing channel relationships," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 674-702, July.
    • Handle: RePEc:spr:joamsc:v:46:y:2018:i:4:d:10.1007_s11747-017-0564-3
    DOI: 10.1007/s11747-017-0564-3
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