Purpose: The purpose of this paper is to discuss how, using a futures studies perspective, marketing is uniquely positioned to address future challenges facing health-care service systems. Design/methodology/approach: The futures studies perspective involves predicting probable, preferable and...

Purpose: Lawler (2001) posits that social exchanges create a sense of shared responsibility for outcome success. The purpose of this study is to apply this framework to the vendor/frontline employee/customer triad to examine the underlying role of emotions in how frontline employees’...

Purpose: Understanding consumer engagement in brand-centric collectives remains a critical area of interest in the branding literature. Although various antecedents have been examined in prior research, members’ perceptions regarding how society evaluates such collectives remain...