.../implications Trust has been found to be a key component of relationship marketing success. This research extends this through providing understanding of the elements of trust and what drives the development of these elements, thus providing insights at a level more usable for the practitioner. Originality...

... existing literature on the streams of branding and relationship marketing, to propose a conceptualisation of consumer‐brand RQ and examine the link of CBI to RQ. To investigate the research questions, an exploratory qualitative paper is undertaken involving four focus groups with consumers who have...

.... Qualitative research Retailing Shopping Gender Relationship marketing Brands Over a decade ago, Fournier (1998) introduced a typology of 15 consumer‐brand relationships based on her research of consumer‐brand narratives. This typology is significant because her research conceptualizes the brand...

...Adam Lindgreen; Martin Hingley; Constantino Stavros; Kate Westberg Purpose The purpose of this paper is to demonstrate the contribution of qualitative methods and techniques in extending the understanding of relationship marketing theory. Design/methodology/approach The study investigated six...

...John Nicholson; Adam Lindgreen; Philip Kitchen Purpose The purpose of this paper is to apply pragmatic and practical perspectives to the transferability of research findings by examining the potential of structuration to serve as the relationship marketing meta‐theory. Design/methodology...

... relationships in the model is discussed in the following review. © Emerald Group Publishing Limited 2008 Internet shopping Mass customization Shoes Relationship marketing Shorter product life cycles, increased product varieties, greater customization and more knowledgeable consumers...

... such a relationship. This approach allows one to unveil areas of convergence and areas of divergence between both parties' roles perceptions. Interface management Professional services Advertising agencies Business performance Relationship marketing Solmon et al. (1985) provides a definition...

... Emerald Group Publishing Limited 2005 Trust Relationship marketing Call centres Change management Electronic commerce During the 1990s, Koehn commented that trust was very likely to become that decade's “buzzword”. Her prediction seems to have been timely. From the government...

... (1994) KMV model which advocates commitment and trust as key relationship marketing variables. Frequently, commitment and trust are adopted as the sole indicators of the existence of a relationship (Iverson et al., 1996 ; Tax et al., 1998 ; Garbarino and Johnson, 1999...

... individual and industry level are put forward to overcome these barriers. For individual businesses, a “selection strategy” using creative clusters or a “manipulation strategy” that manages the cultural environment are recommended. The implications for relationship marketing models are discussed. © Emerald...

...Grigorios Zontanos; Alistair R. Anderson This paper explores the links between the theory and practices of marketing and small business. The review of the literature highlights the close association of the more advanced conceptualisations of marketing, especially relationship marketing, and those...

... and Wilson, 1994). Despite the growth in importance of relationship marketing, it remains an ambiguous concept without clear empirical support (Lindgreen, 2001). This is particularly true in the area of the relationship lifecycle, where a number of studies, predominantly conceptual, have identified...

... and relationship marketing. It is argued that convergent interviewing is more appropriate than some other qualitative methods to investigate under‐researched areas where there are few experts because it provides a way of quickly converging on key issues in the area, an efficient mechanism for data analysis after...

...‐sized enterprises Relationship marketing Electronic mail Internet Electronic commerce In the past five years e‐communication and in particular e‐mail has matured until almost everyone in the developed world is expected to be able to be contacted by e‐mail. This form of communication has...

...Mike Beverland; Philip Bretherton With the emergence of relationship marketing there has been an increased focus on the use of inter‐firm relationships or strategic alliances in delivering a total service package to the consumer. Despite a number of studies, there is still much to be learned about...

...Adam Lindgreen Although coined more than 15 years ago, relationship marketing remains an ambiguous concept with plenty of rhetoric but few publications on empirical evidence in support of a relationship marketing paradigm shift. A research project is currently studying marketing dyads...

...Kathleen Hastings; Chad Perry Investigates whether success factors for Australian services firms that export to Asia are consistent with the theory of relationship marketing, and demonstrates the power of the in‐depth interview methodology for exploring marketing theory. Relationship marketing...

... and attitudes of club managers towards relationship marketing with their supporters. A number of future research opportunities have been identified. © MCB UP Limited 2000 To put the sample into context, it is worthwhile noting that a majority of football clubs had an official Web presence. The scale...

.... © MCB UP Limited 1999 Marketing research Methodology Networking Northern Ireland Relationship marketing Small to medium‐sized enterprises The description of marketing presented in most modern textbooks is being increasingly challenged by marketing academics, who question...