Purpose – The purpose of this paper is to investigate the basis of reputation building through a relationship approach in order to demonstrate that quality of relationships is a determinant of reputation. Design/methodology/approach – The research was conducted on three groups of...

Academic research in the area of sports marketing has concentrated on bi‐lateral relationships, such as that linking a sponsor with the recipient of support, or that between the audience and a particular sport. Yet the industry, made of many relationships, involves probably more than the mere...

Purpose – The purpose of this paper is to examine the relationship between marketing strategy types – aggressive marketing, price leadership and product specialization strategies – and the extent of relationalism in marketing channels. Design/methodology/approach – Data were collected...

Purpose – This paper aims to investigate the impact of a firm's marketing strategy on involving customers in new product development. Special attention is to be paid to three facets of a marketing strategy: product differentiation, competitor orientation and brand profiling emphasis....

Purpose – The role of corporate culture in relationship marketing is significantly under‐researched, although there is evident consensus in the literature about the importance of this topic. The purpose of this paper is to present a model for the corporate culture of a...

Purpose – This paper aims to explore relationship marketing and the existence of relationships in mass consumer markets from the consumers' perspective, with the focus on the fast moving consumer goods (FMCG) sector. Design/methodology/approach – Ten focus groups were conducted with...

Purpose – This paper aims to contribute to the empirical validation of the relationship model as it applies to the case of major national brands positioned in the frequently purchased packaged goods markets, and propose the perceived brand relationship orientation concept as an additional...

Purpose – This is the first attempt to examine the theoretical and empirical linkages between franchisee personality traits and franchisee‐franchisor relationship quality. Design/methodology/approach – A self‐report online survey was used in this research to collect data from a random...

Purpose – Much of the success of a relationship marketing program rests on the consumers' choice to participate in a service relationship in the first instance. The purpose of this study is to examine the degree to which this desire of the consumer to engage in a relationship impacts on their...

Purpose – The purpose of this paper is to examine how consumers' personality (i.e. motivation for affiliation) and their perceptions about the company (i.e. identity attractiveness) and the relation they maintain with the company's employees (i.e. personal connection with salesperson)...