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Social bonding as a determinant of share of wallet and cross-buying behaviour in b2b relationships

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Published in European Journal of Marketing. 2016, p. 39p.
Abstract Research on how social bonding between boundary spanners influences relationship outcomes in business-to-business (B2B) settings is sparse and controversial. In this longitudinal study the authors close this gap and assess the impact of social bonding on share of wallet and actual crossbuying behaviour.
Keywords Social bondingTrustShare of walletCross-buying behaviour
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PAULSSEN, Marcel, ROULET, Raphaël. Social bonding as a determinant of share of wallet and cross-buying behaviour in b2b relationships. In: European Journal of Marketing, 2016, p. 39p. https://archive-ouverte.unige.ch/unige:90239

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Deposited on : 2016-12-09

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