This study explores the e-brand building and communication strategies of a small sample of UK-based internet companies, including a few with significant international brand profiles. It contributes by providing rare empirical insights into the e-branding phenomenon, which complement the extant,...

After briefly reviewing the origins of Relationship Marketing, and highlighting the prevalence of studies taking a practitioner viewpoint, this paper justifies the benefits in adopting a customer perspective for further RM fieldwork. Acknowledging the low level of conceptual and theoretical...

Comprehensive text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques of branding can be adapted to the context of nations- as opposed to the more usual context of products, services, or companies. Concepts grounded...

To analyze whether perceived corporate reputation and customer satisfaction are directly associated with customer intention. Design/methodology/approach - Using structural equation modeling, the study is based on the responses to a written questionnaire of 462 customers of a large German...

Despite being introduced into the literature as a potentially exciting development over 20 years ago, there is still little or no agreement about what constitutes strategic management accounting (SMA). The term itself is open to a number of interpretations, something that is reflected in the...

This paper presents and discusses findings of a cross-country study of small service firm marketing behavior. These findings demonstrate that small service firms are flexible in the marketing approaches that they adopt. They reveal that such firms are transactional and relational orientated in...

This article reviews different viewpoints in the marketing literature in an attempt to clearly define the concept of corporate reputation and identify its relationship with corporate image. Definitions offered for the term corporate reputation by marketing academics and practitioners are...

This article seeks to augment our understanding of consumers' attitudes and motivations when purchasing financial products. Using insights gleaned from focus discussion groups and a quantitative survey of consumers it focuses upon understanding the extent to which consumers' attitudes and...

This article examines the modal choices, key activities and motivations of non-dominant information technology and electronics firms from Taiwan Province of China in the United Kingdom, against the backdrop of recent trends in the global economy. Its main findings include the limited prospects...

This paper reports relevant evidence regarding the importance of decision makers' background and experiential factors in promoting export entrepreneurship among less performing developing country firms. Subsequent discussion reveals the consistency of the findings with the balance of previous...