Word‐of‐mouth is a powerful communication tool which is often beyond the control of the marketer. This study used a 3 x 2 x 2 factorial experiment in a laboratory simulation to examine the main and interaction effects of three independent variables — message, source and user‐type — on...

Researchers and companies are paying increasing attention to corporate social responsibility (CSR) programs and the reaction to them by consumers. Despite such corporate efforts and an expanding literature exploring consumers’ response to CSR, it remains unclear how consumers perceive CSR and...

The competiveness of the diverse sector of higher education sees universities increasingly reliant on marketing to position themselves within their main stakeholder groups. In doing so, the use of marketing techniques developed for the service industry are being adopted at strategic and tactical...