Relationship Quality and Purchase Intention and Behavior: The Moderating Impact of Relationship Strength |
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| Authors: | Marie Hélène De Cannière Patrick De Pelsmacker Maggie Geuens |
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| Institution: | (1) Faculty of Economics and Business Administration, Ghent University, Tweekerkenstraat 2, 9000 Ghent, Belgium;(2) Faculty of Applied Economics, University of Antwerp, Prinsstraat 13, 2000 Antwerp, Belgium |
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| Abstract: | Purpose The purpose of this study was to investigate the link between perceived relationship quality, purchase intention and behavior,
and the moderating role of relationship strength. |
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