Examines the determinants that influence consumers’ intention to buy environmentally friendly products. Ajzen’s theory of planned behaviour (TPB) provides the conceptual framework of the research and the appropriateness of the theory and is tested in two distinct market conditions (UK and...

Purpose – The purpose of this paper is to provide a systematic examination of the importance of trust‐developing constructs and the impact of trust on long‐term orientation within the small and medium‐sized enterprises (SME) domain. Design/methodology/approach – A theoretically...

Purpose – Despite current advances in the domain, little is known about the dynamic nature of the value construct, specifically the manner in which value perceptions change over time during the higher education consumption experience. This paper aims to examine the impact that emotions...

Purpose – The purpose of this paper is to assess empirically the presence of relational norms and the effect of time during the “transitory” and “established” phases of bilateral exchange for small business enterprises. Relationship development has recently become a central research...

Purpose – Co‐branding strategies are now seen increasingly in business‐to‐business (B2B) settings, however, there has been little research in this area. This study aims to investigate the benefits of a B2B co‐branding strategy where the partner brands have different brand equity...