Boosting the effectiveness of channel governance options : the moderationing role of relational norms

James R. Brown (Department of Marketing, College of Business and Economics, West Virginia University, Morgantown, West Viginia, USA), Scott K. Weaven (Department of Marketing, Griffith University, Gold Coast, Australia), Rajiv P. Dant (Division of Marketing and Supply Chain Management, Price College of Business, University of Oklahoma, Oklahoma, USA) and Jody L. Crosno (Department of Marketing, College of Business and Economics, West Virginia University, Morgantown, West Virginia, USA)