An Identification-Based model of supplier-Retailer communication

Birud G. Sindhav, Robert F. Lusch

Research output: Contribution to journalArticlepeer-review

3 Scopus citations


The theoretical basis of the current thinking on supplier-retailer communication is refined and an alternative model is offered and empirically tested. It is argued and empirically demonstrated that identification is an important mediator in bringing about relational outcomes in a supplier-retailer relationship. Specifically, collaborative communication (higher rather than lower frequency, informality, bidirectionality, and indirectness of communication) from the suppliers is found to be positively related to their coordination with the retailers directly and indirectly through identification, trust, and commitment.

Original languageEnglish (US)
Pages (from-to)281-314
Number of pages34
JournalJournal of Marketing Channels
Issue number4
StatePublished - Sep 10 2008
Externally publishedYes


  • Buyer-seller relationships
  • Commitment
  • Communication
  • Coordination
  • Identification
  • Marketing channels
  • Trust

ASJC Scopus subject areas

  • Marketing


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