Proclaims that political aspirations often favour small units, economic advantages conversely, lie with fewer, larger entities. States, if given sufficient powers, the provincial level of authority is likely to prove the most successful and could polarise powerful new forces from the mass media....

Purpose – This purpose of this study is to examine the impacts of trivial attribute and product involvement on product evaluation in different product‐line extensions. Design/methodology/approach – In this study, a 2×2×2 between‐subjects experiment was conducted. Findings – It was...

Purpose – The purpose of the paper is to explore empirically the overall relative effectiveness of alternative positioning strategies from a consumer perspective. Design/methodology/approach – Two studies (within‐ and between‐subjects design) are conducted aimed at evaluating the...

Purpose – The purpose of this paper is to examine the relationship between marketing strategy types – aggressive marketing, price leadership and product specialization strategies – and the extent of relationalism in marketing channels. Design/methodology/approach – Data were collected...

Purpose – Managers often face a number of dilemmas with respect to their stakeholders: Who are the most salient ones? How many should they target? How to allocate attention/efforts among them? Based on stakeholders and market orientation research this paper aims to address these dilemmas....

Purpose – The main goal of this paper is to provide an integrative understanding of corporate social responsibility (CSR) from a corporate marketing perspective, highlighting the critical role of CSR in effective corporate marketing strategies. Design/methodology/approach – The paper is...

Purpose – Brand heritage is an emerging concept within the marketing discipline, which suggests that the historical status of older companies is often explicitly linked to their brand identity and consumer appeal. The aim of this paper is to illustrate and validate this concept....

Purpose – The purpose of the paper is to investigate the nature of linkages between characteristics of a service and customer consequences and elicit the types of such linkages. Design/methodology/approach – The paper builds on current research on linkages and customer consequences within...