Titel
The bright side and dark side of trust: The mediating effect of franchisor trust on performance
Autor*in
Nada Mumdziev
Business and Management Department, Webster Vienna Private University
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Abstract
Previous literature has not examined the dual role of trust in franchise relationships. We extend the franchise and relational governance literature by showing that trust has both a “bright side” and a “dark side” in franchisor–franchisee relationships. Based on transaction cost and knowledge‐based reasoning, we argue that intangible knowledge assets and environmental uncertainty have an indirect effect on performance via trust, due to its relational risk and knowledge exchange effect. Using data from the franchise sector in Germany, we show that trust positively mediates the impact of intangible knowledge assets and negatively mediates the impact of environmental uncertainty on franchisor performance. The first effect refers to the “bright side” of trust showing that intangible brand name assets increase trust which, in turn, has a positive effect on performance. Conversely, the second effect refers to the “dark side” of trust highlighting that environmental uncertainty diminishes trust resulting in a negative effect on performance.
Objekt-Typ
Sprache
Englisch [eng]
Persistent identifier
phaidra.univie.ac.at/o:1083744
DOI
Erschienen in
Titel
Managerial and Decision Economics
Band
41
Ausgabe
1
Seitenanfang
116
Seitenende
129
Publication
Wiley
Erscheinungsdatum
2019
Zugänglichkeit
Rechte
Rechteangabe
© 2019 The Authors
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