This research investigates how online video contests (OVCs) affect brand image, as measured by brand and advertisement … experiment examining OVCs, television, and magazine ad’s effects on multi-item measures of brand and advertisement attitudes. One … positive brand attitudes for the hedonic dimension such as feelings and attractiveness of the brand. For the more functional …

follow an ethnocentric approach when planning marketing activities and customer service initiatives for Asian customers. To … Asian markets, there is an urgent need to empirically assess patron behavior and the attendant casino marketing adaptations … marketing strategies adapted to each casino's market structure and macro-environment. Regardless of context, this systematic …

relationship with customers' willingness to recommend to others was relatively weak. This finding has important marketing …

, industrial organizational psychology, marketing and organizational behavior, and perspectives that include relational contracting … norms, relationship marketing, networking, and communications. We propose that global supply chain managers need all nine …

O marketing de relacionamento fornece a definição de construtos envolvidos na relação entre entidades que transacionam … ao longo de um canal de marketing. Construtos como poder, dependência, confiança, comprometimento, cooperação, conflito … marketing de hortaliças no Brasil são caracterizados por estruturas de regulação por preço, pela informalidade nas transações e …

Marketing scholars question the ability of the 4Ps to explain higher order phenomena in modern marketing. Scholars … contend that marketing's historical framework, based in product centric economic theory, constrains the 4Ps ability to form a … foundation for a general theory of marketing. The focus on value embedded in product fails to explain knowledge-based intangible …

One possible “kind” of marketing relationship occurs where a norm of reciprocity is upheld. The norm states that “we … previous work that conceptualises the role of reciprocity in relationship marketing by examining these virtues. For the norm to … effectively stabilize marketing relationships it relies on the presence of other virtues, these include, generosity, conviviality …

The tenets of relationship marketing are useful in understanding the success of a service provider. Based on a sample …

Purpose ? The purpose of this paper is to provide an ethical foundation for relationship marketing using a virtue … marketing from both American and European perspectives. Earlier studies published in EJM on relationship marketing are featured … in a table.Findings ? The proposed ethical relationship marketing approach has three stages (establishing, sustaining and …