Marketing effectiveness and its precursors
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 6 January 2012
Abstract
Purpose
The purpose of this paper is to analyze the linkages between leadership, organisational trust, and marketing effectiveness, in service businesses within three service categories (health care, hotel, and resort) in Vietnam.
Design/methodology/approach
The research utilizes ANOVAs and structural equation model.
Findings
The findings revealed that transactional leadership is associated with calculus‐based trust. Transformational leadership, on the other hand, cultivates knowledge‐based trust and identity‐based trust, which in turn positively influence marketing effectiveness. A direct relationship between transformational leadership and marketing effectiveness is also examined.
Originality/value
The research offers insight into the role that leadership and trust play in determining marketing effectiveness in service businesses in Vietnam.
Keywords
Citation
Trong Tuan, L. (2012), "Marketing effectiveness and its precursors", Asia Pacific Journal of Marketing and Logistics, Vol. 24 No. 1, pp. 125-152. https://doi.org/10.1108/13555851211192731
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited