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EMAC 2019 Annual Conference

The Horn Effect in Relationship Marketing: A Systematic Literature Review

Published: May 28, 2019


Marie-Sophie Schönitz, TU Dresden


Relationship Marketing; Systematic Literature Review; Horn Effect


With the scientific focus on the management of business-to-customer relationships, relationship marketing has become an important part of today’s economic research and practice. As the nature of the discipline is considered interdisciplinary, it is assumed that the transfer of psychology’s horn effect provides new insights and implications for the marketing perspective. In order to analyze the development and current state of research on the horn effect in relationship marketing, a systematic literature review was conducted. Based on the elicited results, it is assumed that the effect currently plays only a minor part in the field of marketing research. Thus, publications regarding the effect exist, but references appear to be rather peripheral research issues. With specific regard to the discipline of relationship marketing, the effect can be considered underrepresented. Consequently, future research should investigate the horn effect from a relationship marketing perspective.