An exploratory examination of shared values in channel relationships

Shared values can have a significant influence in motivating channel members to achieve channel objectives. However, limited research examines the role of shared values in influencing channel outcomes and important questions on the role of shared values in channel relationships remain unanswered. Using social influence theory, this study develops a conceptual model that identifies perceived fairness and relationship quality as antecedents of shared values in channel relationships. Data from a franchise context shows that perceived fairness is important in developing relationship satisfaction, trust, and commitment. In addition, shared values motivate channel members to perform role requirements and to rise above and beyond role requirements to perform extra-role behaviors that are beneficial to achieving channel goals. The study also discusses theoretical and managerial implications.