This paper proposes that narrative processing creates or enhances self-brand connections because people generally interpret the meaning of their experiences by fitting them into a story. Similarly, in response to an ad that tells a story, narrative processing may create a link between a brand...

Purpose: This paper reports a general historical and contemporary review of the role of Information and Communications Technology (ICT) within marketing practice as it has developed over the last decade. It also suggests how the academic research agenda should change to be reflective of the...

Data capture technologies like Radio Frequency Identification Devices (RFID) can be a double-edged sword. On the one hand they may be viewed positively as the ultimate enabler of customer personalisation or they may be viewed negatively as a 'Big Brother' tool used to unnecessarily monitor...

The literature on grocery store loyalty views a consumer as possessing store loyalty toward a particular store for her or his overall shopping needs. In this study, we examine store loyalty as a category-specific trait, i.e., a consumer could be loyal to Store A in category 1, but loyal to Store...

Since loyalty in services remains elusive and unpredictable, there is need to study consumer relationships with firms apart from the established satisfaction-loyalty chain approach. To that end, the present paper focuses on feelings of attachment and love and investigates through two empirical...

Several researchers have established a positive relationship between market orientation and firm performance, while others established negative or no relationship. These mixed results probably suggests that there are some moderating variables impacting on these relationship (Kumar and...

Customer delight is an experience, an epiphany, a surprise, something you never experienced before. Those happy moments can be unpredicted moments or the result of a specific strategy. Barry Berman’s study describes the phenomenon with accuracy and in a very comprehensive way. The application...

The consumer behaviour regarding investment is changing in the actual context of economic crisis. Even if the life insurance is considered to be a “bridge over the crisis” because it offers greater quaranties through sure ways of investment, people aren’t very confident in these products....

The paper emphasizes different ways in approaching the business-to-business client and the effects implied by every method of developing relationships with the B2B partner; in the same time, the paper points out the necessity of creating an operative partnership between Marketing Department and...

The satisfaction-trust paradigm has been recently criticized regarding its ability to deliver positive consumer behavioral outcomes. This study argues that -amongst others- a reason for this unpleasant situation may be the failure of service managers to account for non-linearities in the...