It is often assumed that brands represent an asset, as well as a source of current and future earnings and cash flows for a firm. As such, the value of the brand, or brand equity, should manifest itself in the market value of the firm and thus have an impact on shareholder value. Yet, almost no...

Past e‐service research has largely concentrated on customer responses to online retailers. The present study sheds light on the determinants of customer loyalty to a content‐based service, a healthcare Web site. Content‐based service providers must build a loyal customer base in order to...

Preface / S. Tamer Cavusgil -- Research on international service marketing: enrichment and challenges / Pieter Pauwels, Ko de Ruyter -- Managing service relationships in a global economy: exploring the impact of national culture on the relevance of customer relational benefits for gaining loyal...

In this study, we present and test a technological contingency perspective on two dimensions of international outsourcing: depth and scope. The depth of international outsourcing refers to the ratio of foreign to total outsourcing. The scope of international outsourcing captures the degree of...

Purpose – The first objective was to find out to what extent consumers reveal an effect of strategic and tactical cause‐related marketing on brand loyalty. Second, the article seeks to assess the moderating role of consumer involvement with a product on the relationship between...

Purpose: Recent technological advances in three-dimensional printing (3DP) may disrupt traditional manufacturing and logistics processes. Because the increasing availability of 3DP service centers, affordable 3D printers, and online platforms empower consumers to design and print objects at...

Purpose: This study aims to get a deeper understanding of one of the antecedents of opportunistic behavior in strategic supplier relationships at the individual level of analysis. The authors specifically focus on self-justification, which could be seen as a mechanism that relaxes the moral...

Purpose: This study aims to highlight the effect of individual attributes of procurement professionals on goals concerning public procurement of sustainable innovation. Several barriers haven been observed regarding the application of public money to achieve these goals. Most research...