Purpose – The objectives of this paper are twofold: to add to the debate regarding conceptualisation and operationalisation of value within a professional service domain, and to contribute to the relatively sparse literature dealing with the functional relationship between determinants and...

Purpose – Despite current advances in the domain, little is known about the dynamic nature of the value construct, specifically the manner in which value perceptions change over time during the higher education consumption experience. This paper aims to examine the impact that emotions...

Purpose – Cobranding is increasingly popular as a strategy for commercial success. Brand positioning strategies are central to marketing, yet the impact of perceptions of parent brands’ positioning on consumers’ perceptions of cobrand positioning has not been investigated. The aim of the...

Since its conception over 60 years ago by Frederick in 1934, the concept of segmentation has gained increasing importance, in both the consumer and the business domains. Examination of research within the latter domain indicates that, although considerable amounts of research have been carried...

Purpose: Grounded in regulatory mode theory (RMT), this study aims to investigate the impact of managers’ orientation for action (locomotion and assessment) in business-to-business positioning decision-making. Design/methodology/approach: Data are collected using a scenario-based experimental...

In recent years, increasing attention has been paid to positioning and, more specifically, positioning of service brands. This is so because of the unique characteristics of services. Although some authors argue that there are no marked differences between positioning in services and that of...

Purpose – The purpose of this paper is to provide a systematic examination of the importance of trust‐developing constructs and the impact of trust on long‐term orientation within the small and medium‐sized enterprises (SME) domain. Design/methodology/approach – A theoretically...

Purpose – This article aims to examine positioning strategies of international and multicultural‐oriented service brands. Design/methodology/approach – Following review of the literature and pilot study, three main populations (executives and experts, companies' marketing communications,...