The bright side and dark side of trust: The mediating effect of franchisor trust on performance

Autor(en)
Dana Minarikova, Nada Mumdziev, Michele Griessmair, Josef Windsperger
Abstrakt

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.

Organisation(en)
Institut für Betriebswirtschaftslehre, Institut für Business Decisions and Analytics
Journal
Managerial and Decision Economics: the international journal of research and progress in management economics
Anzahl der Seiten
14
ISSN
0143-6570
DOI
https://doi.org/10.1002/mde.3097
Publikationsdatum
10-2019
Publikationsstatus
Elektronische Veröffentlichung vor Drucklegung
Peer-reviewed
Ja
ÖFOS 2012
502052 Betriebswirtschaftslehre
Link zum Portal
https://ucris.univie.ac.at/portal/de/publications/the-bright-side-and-dark-side-of-trust-the-mediating-effect-of-franchisor-trust-on-performance(9a69d3fd-92d3-4812-b2d7-a612df2d1fbd).html