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Relationship marketing aims to generate long-term profitable relationships between partners. In the context of the convenience goods market, the present study considers private labels in traditional categories as a tool to develop effective relationships. The main contribution of the study is the use of the relationship approach to explain private label loyalty and the success of store brand extension...
This article looks at the co-creation of value in the branding process with members of online communities. Three online communities in Iran are analyzed through 45 interviews with members along with three interviews with top managers of the three brands of these communities. A content analysis shows a clear process in that the social interactions of customers in online brand communities with their...
The focus to date has been in the psychological contract between employer and employee. Based on the organizational behavior studies, this paper translates this theory to marketing relationships and develops a theoretical model involving psychological contract, customer trust, customer commitment, and customer loyalty, i.e., the relationship marketing mechanism based upon psychological contract. This...
This study propounds a theoretical model of relationship marketing in virtual community in China and the authors testify the model through structural equation modeling. The authors find that the sponsor’s effort to foster member embeddedness has a significantly positive effect on community members’ trust in the sponsor and loyalty to the sponsor. Meanwhile, the sponsor's efforts...
This study propounds a theoretical model of relationship marketing in virtual community in China and the authors testify the model through structural equation modeling. The authors find that the sponsor's effort to foster member embeddedness has a significantly positive effect on community members' trust in the sponsor and loyalty to the sponsor. Meanwhile, the sponsor's efforts to provide quality...
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