A Case study on dynamics of trust in dyadic business relationships

Yimin Huang, Ian Wilkinson, Louise Young

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution


Trust has been widely studied in the context of business relationships and is viewed as one of the drives for relationship development. However, the majority of the studies in the past decades have treated trust as a static construct and ignored its dynamic nature. The research reported in this paper adopts an evolutionary perspective in understanding the dynamics of trust in dyadic business relationships. An in-depth case study was conducted on a sports sponsorship relation with the application of event-based narrative analysis. The findings show that along with the evolution of the relationship, the nature and extent of trust are continually being shaped and restructured by the actions and interactions within and between firms. Trust drives and is driven by the development of relationship in varying manners, depending on the changing circumstances of the relationship environment.
Original languageEnglish
Title of host publicationANZMAC 2007
Subtitle of host publicationproceedings : 3Rs - reputation, responsibility and relevance
EditorsMaree Thyne, Kenneth R Deans, Juergen Gnoth
Place of PublicationDunedin, NZ
PublisherUniversity of Otago
Number of pages9
ISBN (Print)9781877156299
Publication statusPublished - 2007
Externally publishedYes
EventAustralian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand
Duration: 3 Dec 20075 Dec 2007


ConferenceAustralian and New Zealand Marketing Academy Conference (2007)
CityDunedin, New Zealand

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