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Affective, Calculative and Normative Commitment: An Assesment of Relationship
Mid Sweden University, Faculty of Human Sciences, Department of Social Sciences. (Strategiska nätverk)ORCID iD: 0000-0001-9441-2919
Mid Sweden University, Faculty of Human Sciences, Department of Social Sciences. (Strategiska nätverk)
2012 (English)In: World Review of Business Research, ISSN 1838-3955, E-ISSN 1839-1176, Vol. 2, no 5, p. 86-96Article in journal (Refereed) Published
Abstract [en]

Commitment is a psychological state regarded in the literature of marketing as a key concept in business relationships (Fullerton, 2005, Morgan & Hunt, 1994). In marketing, literature commitment is often regarded as comprising affective, calculative and normative components. Rylander (1997) Anderson & Weitz (1992) and Martín (2008) suggest mutual interaction between these components, which means that a single actor may have elements of all these components at the time of a single commitment. This perspective on commitment implies that variations of commitment will influence the relationships in question in different ways. Recent research has focused on factors leading to and reinforcing commitment, but knowledge on the relationship between the three components identified is lacking. Further general studies of commitment are required but studies of how the three components also interact in particular, in order to gain an understanding of how commitment works in relationships and networks. This paper aims to develop a model that describes how the three components interact. The model is illustrated by an empirical case concerning two large Swedish companies and their sponsoring relationships with the local ice-hockey club. Data have been gathered through interviews and a survey that has been analysed qualitatively. We found the affective component, when present, to be a significant component in relationship commitment building, almost replacing the calculative and moral ones. The moral and calculative commitment components were. however, significant for initiation of interaction and relationship building between the parties at the start of the relationship. 

Place, publisher, year, edition, pages
2012. Vol. 2, no 5, p. 86-96
Keywords [en]
Network, commitment, relationsship
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:miun:diva-17190OAI: oai:DiVA.org:miun-17190DiVA, id: diva2:560182
Available from: 2012-10-12 Created: 2012-10-12 Last updated: 2017-12-07Bibliographically approved

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Roxenhall, TommyAndrésen, Edith

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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Language
  • de-DE
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  • en-US
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  • nn-NO
  • nn-NB
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