... the effects of inspiration, self-relevance and empathy on the relationship between brand positioning and comparative advertising. Design/methodology/approach A two-by-three factorial design was employed with brand positions (underdog vs top dog) and three types of comparative advertising (noncomparative...

...Alexandru Gabriel Radu; Denni Arli; Jiraporn Surachartkumtonkun; Scott Weaven; Owen Wright Purpose The purpose of this paper is to examine the role of empathy and apology in service recovery, and more specifically, establish how these factors promote positive service outcomes, typified...

... Findings – A factorial analysis suggests that relationship marketing is a multidimensional construct consisting of four key dimensions namely communication, trust, empathy and commitment. Practical implications – Communication emphasizes the necessity to communicate in understandable way; trust...