Relationship marketing in the not-for-profit sector: an extension and application of the commitment–trust theory

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The Impact of Value Congruence on Consumer-Service Brand Relationships (2008, background): “Very few relationship marketing studies recognize the effects of value congruence on trust and affective commitment (e.g., MacMillan et al. 2005; Morgan and Hunt 1994), which is surprising because value congruence represents a powerful human motivator for developing and maintaining relationships,…”
Dealing with social desirability bias:an application to charitable giving (2011, background): “, 1996) where they can frequently form the core of the exchange (MacMillan et al., 2005).”
Sticking with your university: the importance of satisfaction, trust, image, and shared values (2017, background): “This variable has long been considered an important component in building buyer–seller relationships (Wilson 1995; MacMillan et al. 2005; Heffernan et al. 2008).”
Development and validation of the active empathetic listening scale (2006, background): “A relationship between trust and AEL is suggested by the growing emphasis on the importance of building trusting relationships between buyers and sellers through effective communication and empathy (Dwyer, Schurr, & Oh, 1987; MacMillan, Money, Money, & Downing, 2005; Morgan & Hunt, 1994).”
Strengthening Stakeholder–Company Relationships Through Mutually Beneficial Corporate Social Responsibility Initiatives (2009, unknown): “the for-profit sector (MacMillan et al. 2005).”