Purpose – This paper aims to focus on the advertising agency‐firm relationship and aims at understanding and analysing its dynamics. In particular, it digs deep into the reasons behind success and failure of the relationship and attempts to unveil their determinants. This investigation is...

Purpose – The purpose of this paper is to provide insight into the environment of the online shopping process for mass customization (MC) in long‐term relationships (LTRs) between a firm and its customers. Specifically investigated is why some consumers are initially willing to purchase MC...

Purpose – The purpose of this paper is to apply pragmatic and practical perspectives to the transferability of research findings by examining the potential of structuration to serve as the relationship marketing meta‐theory. Design/methodology/approach – The paper revisits the advanced...

Purpose – The purpose of this paper is to demonstrate the contribution of qualitative methods and techniques in extending the understanding of relationship marketing theory. Design/methodology/approach – The study investigated six Australian sporting organisations using multiple data...

Purpose – The purpose of this paper is to examine the applicability of the consumer‐brand typology developed by Fournier to a segment of heterosexual male shoppers of fashion and grooming products. Design/methodology/approach – In‐depth interviews, collage constructions, and shopping...

Purpose – The purpose of this paper is to examine alternative constructs that are used in parallel to describe the strength of consumer‐brand relationships. First, the two main conceptualisations of relationship quality (RQ), as developed by relationship marketing and branding literature,...

Network theory is becoming increasingly popular as a means of describing marketing in SMEs, stemming from the growing recognition that traditional marketing theories are somewhat inappropriate to the small firm. Of the research carried out to date, however, the greater part has employed...

Purpose – Trust is known to have three dimensions: ability/competence, integrity/contractual and benevolence/goodwill. Yet what develops these three dimensions of trust is relatively unknown, particularly at the different stages of the relationship lifecycle. The primary goal of this paper is...

Purpose Over the years, a considerable depth of research has established the link between trust, commitment and relationship marketing and its relevance to consumers’ brand preferences. Nonetheless, there is a dearth of research on how they are linked to religiosity. Accordingly, this paper...

Originates from the time‐ and relationship‐dependencies between companies’ activities and resources in marketing channels which cause vulnerability. The construct of vulnerability is still fairly unexplored in marketing channel research. Therefore, the principal objective of this research...