There have traditionally been different ways in which to view the marketing task, distinctions that have been drawn to facilitate the level of insight available to managers involved in marketing the firm's offer. A traditional distinction has been between business-toconsumer (B2C) and...

Market orientation and innovation orientation, including their relationship with firm performance, are well-debated in prevailing marketing literature. Interestingly, relationship orientation, as an extension of market orientation, is yet to be subjected to similar investigation. While...

Theory posits that, over time, placebo-type brand-equity effects may develop through the process of wine purchase and consumption. This being so, the extent to which factors like brand familiarity, brand exposure and brand knowledge combine to inform and reinforce such brand-equity effects...

Purpose: The benefits and problems associated with firm-generated content (FGC) as a key driver of sponsorship effectiveness demand more research attention. Accordingly, the purpose of this paper is to consider the effect of content marketing on sponsorship-response favorability in the South...

Purpose: This paper aims to construct an argument in support of the idea that absorptive capacity may lead to improved transactive memory conditional to the effectiveness of knowledge transfer between team members. Design/methodology/approach: The study reports on the results of data collected...