Table of contents
Judging marketing mix effectiveness
Neil Brooks, Lyndon SimkinThe purpose of this paper is to review the differing structural constraints between corporates and small to medium‐sized enterprises (SMEs) in the area of measuring marketing…
Marketing planning and digital customer loyalty data in small business
Christina Donnelly, Geoff Simmons, Gillian Armstrong, Andrew FearneRetailer loyalty card marketing intelligence presents actual customer purchasing preferences, competitor activities and performance. Typically, extant literature implies that…
Segmenting blood donors in developing countries
Yanfeng Zhou, Patrick Poon, Chunling YuThe purpose of this paper is to demonstrate that there are three major blood donor segments in China, namely benefit‐oriented donors, altruistic donors and health salience donors…
The purchasing impact of fan identification and sports sponsorship
Michael Chih‐Hung Wang, Megha Jain, Julian Ming‐Sung Cheng, George Kyaw‐Myo AungThe purpose of this paper is to empirically verify the conventional cause‐and‐effect relationship of fan identification and purchase intention in the context of Asian fans when…
Antecedents of trust in asymmetrical business relationships : Differing perceptions between food producers and retailers
Leena Viitaharju, Merja LähdesmäkiThe purpose of this paper is to identify the different perceptions of the antecedents of trust in asymmetrical business‐to‐business relationships between food producers and…
Managing trust in direct selling relationships
Patrick Poon, Gerald Albaum, Peter Shiu‐Fai ChanThe purpose of this paper is to investigate trust in salespersons of direct selling companies. The major purpose of the study is to examine three alternative measures of trust and…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss