Benevolence in the importer-exporter relationship: Moderating role of value similarity and cultural familiarity

Dong Jin Lee, Moonkyu Lee, Jaebeom Suh

Research output: Contribution to journalArticle

11 Citations (Scopus)


Purpose This research aims to test a model that proposes potential antecedents and consequences of an importer's benevolence towards its foreign export supplier. The model posits that an importer's satisfaction with and commitment to its relationship with a foreign export supplier have a positive impact on its benevolence towards the exporter, which in turn positively influences the performance of the dyadic relationship. The model also suggests that the effect of the importer's relationship satisfaction on benevolence is moderated by value similarity and cultural familiarity. Design/methodology/approach The model was tested through a mail survey of US importers who bought from foreign exporters. Findings The results largely support the model. The findings of this study also indicate that the importer's relationship satisfaction has a significant influence on benevolence only when cultural familiarity is high. Practical implications Strategic implications for international marketers are discussed. Originality/value The model proposed has value for marketing professionals.

Original languageEnglish
Pages (from-to)657-677
Number of pages21
JournalInternational Marketing Review
Issue number6
Publication statusPublished - 2007 Nov 6


All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing

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