...Massoud Moslehpour; Chanho Song; Anh Tung Tran; Wing-Keung Wong; Ochirt Enkhtaivan Purpose This study aims to determine the influence of relationship marketing on consumer behavior in the fine arts sector. Specifically, it examines the relationship marketing dynamics that significantly impact art...

..., applying the four mentioned governance mechanisms could reinforce, maintain, or dilute helper and business partner roles, or even make it possible to switch from one to another. Originality/value The paper proposes a new concept regarding relationship marketing, namely the application of governance...