This study extends the paradigm of risk propensity and empirically investigates a higher-order risk propensity model. Past marketing research on risk propensity offers conflicting conceptualization and theorization. Additionally, past research viewed risk propensity as a first-order construct....

Purpose – The primary purpose of the present paper is to critically evaluate the extant literature on relational exchange, a fundamental driver of buyer‐seller relationship management in the twenty‐first century. Toward that goal, a meta‐analytic approach is employed to determine...