University environment is experiencing important changes that have to be managed in order to ensure universities' competitiveness. In recent years, Spanish university institutions, as other institutions in their immediate surroundings, have had to face an increasingly competitive environment. In...

The aim of this work is to analyze the emotional component of event attendance in order to improve understanding of consumer behaviour in the context of event organisation as a place marketing strategy. The study offers a two fold approach to the analysis of the emotional aspects of event...

Owing to the saturation of the traditional media, companies look for new communication tools, such as sponsorship. It is widely known that sportsmen, masculine sports teams and competitions get more funds from sponsors than feminine. We observe that these differences between the payments...

The study of relationship management and lifelong learning is a subject of current interest for marketing academics and researchers. But relationship management has not been studied enough in the lifelong learning context (Henning et al., 2001; Helgesen and Nesset, 2007). In light of the fact that...

According to services marketing theory, the servicescape modifies final consumer behaviour. This work proposes a conceptual model which analyses the relationship between servicescape and consumer emotions as a preliminary stage in consumer response to the purchase process. This study offers a...