Purpose – The purpose of this paper is to explore the impact of relationship marketing in a Thai context by gathering both quantitative and qualitative data. Design/methodology/approach – This research adopts a multi method approach. A preliminary model is developed from existing literature,...

Purpose – The purpose of this research is to develop and test a Thai model for societal marketing's impact on consumer's attitudes toward a corporate image. Design/methodology/approach – A preliminary model was developed from the existing literature, followed by exploratory research...