Focuses on the client’s relationship with its advertising agency to examine advertising client‐agency roles in campaign planning. Seeks to establish who buys, and to verify the role of the campaign process from a decision‐making perspective. Begins with a review of the relevant literature...

Purpose: Using social capital theory (SCT), the purpose of this research is to determine the success of social networking in societies that may be lower in social capital, for example in Poland, versus those which are higher in social capital, such as the USA. Design/methodology/approach: This...

Purpose: Frontline employees (FLEs) are a key source of competitive advantage for organizations and have a significant impact on the quality of customer–firm interactions. This study aims to use the stimulus-organism-response (S-O-R) model as a theoretical lens to examine whether internal...

Purpose: This study aims to examine the effects of three green information quality dimensions – persuasiveness, completeness and credibility – on green brand evaluation and whether this is mediated by green brand credibility. It also examines the moderating effects of eco-label credibility...

Purpose – This papers aim is to test the relationships between the Dominant Social Paradigm (DSP), materialism, environmental concern, and environmental behaviours, in four Asian economies. It examines the relationships between these constructs and identifies that the model of the relationship...

Purpose – This study aims to look at the conventional wisdom with regards to budgeting methods, processes, and sophistication in light of recent macro work relating budgetary approaches to risk‐taking. Design/methodology/approach – Based on a survey of UK advertisers and personal...

Net retail trade flow and outshopping specifically have been examined from a variety of different aspects. All earlier works used some “adjusted” income data to determine total retail expenditures; however, these expenditures were not adjusted according to spending behaviour of the various...

Sponsorship activities have become a mainstream component of the marketing mix. As such, there are attempts to make these activities more effective by leveraging them using advertising, sales promotions, or in an increasing number of cases, through cause related marketing (CRM). This paper...

Purpose – To provide a comprehensive managerial framework to understand and provide a well balanced and integrated stakeholder orientation for implementing corporate social responsibility in marketing. Design/methodology/approach – Many published articles provide significant findings related...

Purpose – This paper aims to offer marketers an example of the application of stakeholder theory and analysis, using a current discourse between a number of stakeholders about their views on issues raised in a report on a model for the sustainability of life in Australia in the future....