Examines the determinants that influence consumers’ intention to buy environmentally friendly
products. Ajzen’s theory of planned behaviour (TPB) provides the conceptual framework …

The departure point of this research is the premise that as marketing involves the exchange
of something of value in return for something of greater value, value is thus at the core of …

Tests the relevance of positioning within the domain of business marketing through the
application of a new typology of positioning strategies. The proposed typology is tested in a well‐…

Despite the fact that positioning is considered by both academics and practitioners to be one
of the key elements of modern marketing management, it is surprising to uncover a general …

Purpose – The objectives of this paper are twofold: to add to the debate regarding
conceptualisation and operationalisation of value within a professional service domain, and to …

In recent years, increasing attention has been paid to positioning and, more specifically,
positioning of service brands. This is so because of the unique characteristics of services. …

This paper uses a conceptualization of the IMP model of buyer–seller interactions in
examining the stability of relationship-building constructs at different levels of a traditional …

Despite some dissenting voices, the marketisation of higher education in recent years has
led to the need to consider how marketing concepts and business models that are central in …

Since its conception over 60 years ago by Frederick in 1934, the concept of segmentation
has gained increasing importance, in both the consumer and the business domains. …

Purpose – Co‐branding strategies are now seen increasingly in business‐to‐business (B2B)
settings, however, there has been little research in this area. This study aims to investigate …