Purpose This paper aims to draw from intimacy theory in examining the mediating effects of interactive communication and social bonds on the trust–commitment relationship. Design/methodology/approach The study is conducted in the professional services context. Qualitative and quantitative data...

A plethora of research has investigated the impact of the frontline employee on the customer, with the consensus that employees can have a tremendous impact on the customer. What remains to be discovered is the extent to which this relationship exists in the reverse. Utilizing broaden-and-build...

Examination of consumers' relationships with brands is available in depth only for the last decade. As brand relationship theory evolves from the early stages, researchers across disciplines have examined multiple theoretical traditions for guidance. To explore the reasons that consumers form...