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Journal of Marketing
The dynamic components of relational constructs should play an important role in driving performance. To take an initial step toward a theory of relationship dynamics, the authors introduce the construct of commitment velocityor the rate and direction of change in commitment-and articulate its important role in understanding relationships. In two studies, the authors demonstrate that commitment velocity has a strong impact on performance, beyond the impact of the level of commitment. In Studydoi:10.1509/jm.11.0219 fatcat:hdnv7ei62jbepgmutkc5tjknf4