Cognitive and affective trust between Australian exporters and their overseas buyers

Andrew Zur, Civilai Leckie and Cynthia M. Webster

Australasian marketing journal, 2012, vol. 20, issue 1, 73-79

Abstract: This study examines the impact of trust on relational exchanges between buyers and sellers in an international context. Trust is considered as two separate dimensions: cognitive trust and affective trust. Data from Australian exporters are tested with regards to their overseas buyers. The empirical results show that cognitive trust and affective trust are distinct dimensions. Shared goals is a common antecedent to both dimensions of trust. Perceived cultural distance and reputation are the unique antecedents to cognitive trust while total interdependence is the unique antecedent to affective trust. The results indicate that international relational outcomes benefit from the presence of both cognitive and affective trust. In other words, when exporters exhibit both dimensions of trust, they are more willing to be flexible and report higher levels of satisfaction with export performance.

Keywords: Cultural distance; Cognitive trust; Affective trust; Flexibility; Exporter performance (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:20:y:2012:i:1:p:73-79

DOI: 10.1016/j.ausmj.2011.08.001

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