The focus of marketing is shifting away from transactional marketing and toward relationship marketing. Companies are beginning to recognize the economic value of stable, long-term customer relationships based on a high degree of customer satisfaction, trust, commitment, and loyalty. The book...

Purpose – Although relationship marketing has developed into the prevailing marketing paradigm, it frequently encounters resistance from the demand side. Both management practitioners and academics indicate that at least some consumers show reactance against loyalty programs, i.e. against...

Purpose The purpose of this paper is to provide the conceptual basis of collaborative fashion consumption (CFC) as a possible path toward more sustainable clothing. A definition and a typology of CFC are introduced and possible environmental effects of CFC are structured and discussed. This...

This paper proposes that Green HRM can meet its full potential only by considering employees in their twofold role as producers and consumers. Employees learn different kinds of behaviour not exclusively at the workplace, but also in private life. Since reciprocal interactions between working...

This paper proposes that Green HRM can meet its full potential only by considering employees in their twofold role as producers and consumers. Employees learn different kinds of behaviour not exclusively at the workplace, but also in private life. Since reciprocal interactions between working...