The study investigates the influence of breadth of open innovation strategy on product and service performance of UK SMEs and how the relationship is affected by the type of innovation. The respondents were 72 senior employees randomly sampled from SMEs in UK manufacturing sector. We collected...

This study explored customer relationship management (CRM) experiences of business-to-business (B2B) marketing firms in the mobile telecommunications sector using the qualitative focus group approach and the study drew on the resource-based view. The qualitative focus group approach was adopted...

Brands’ social networking sites (fan pages) are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research is to understand better how users choose among social networking sites as an act of brand...

The present paper discusses the findings of primary research related to the development of smoked fish filet made of the barramundi into a functional food, including product tasting. The study sought to provide information for the target audience, in our case, for consumers in hypermarkets on...

This article reviews some issues associated with the way in which academic research into marketing is evaluated by UK education authorities using their research excellence framework (REF), in particular the impact component of the assessment. It discusses the extent to which research by...

This article investigates the factors that affect consumers' attitudes towards Instagram advertisements in Egypt. Furthermore, it studies the effect of consumers' attitudes towards these advertisements on the development of their attitudes towards brands. An online questionnaire was used to...

Purpose: The purpose of this paper is to investigate how the CARTER model impact on attitudinal loyalty in Islamic banks. Design/methodology/approach: The paper presents primary data collected by self-administered questionnaires involving a sample of 655 respondents from all local Islamic banks...

Purpose: The purpose of this study is to bring theories of branding and relationship marketing together under the lens of the brand manager and reseller relationship for integrating into a single paradigm. The conceptualization bridges a gap in theory and practice by explaining how a brand can...

Purpose: This study aims to fill a gap in branding literature concerning the effect of corporate brand relationships on brand value through the case study method in a business-to-business (B2B) context. The objectives of this study can be framed in the following three questions: what are the...

This paper reports on research into the Greek drinks market with the comparison of the marketing strategies of a sample of indigenous Greek and foreign companies, the latter with subsidiaries operating in Greece. The methodology employed was a qualitative one reflected in the design of the...