Purpose – Despite the fact that customer orientation is increasingly used as a strategic guideline to ensure companies’ long-term success, it is too often left at conceptual level without any managerial or executive translation. To address this practical gap, the purpose of the paper is to...

Purpose The purpose of the paper is to build a sociocultural perspective of brand revitalization. Maintaining brands and bringing them back to life in the market has received much less interest than their creation. Moreover, the existing literature is dominated by the marketing management...

Purpose: This paper aims to study the embodied nature of service employees’ work in human touch contexts. Design/methodology/approach: The paper adopts the practice theory as its interpretive approach, using focus group interviews with service employees from different industries. Findings:...

Purpose: The purpose of this research is to explore how consumers co-create sustainable corporate brands (SCBs) by framing brands with a newly adopted sustainability orientation. Design/methodology/approach: The qualitative data were generated from four focus groups consisting of altogether 25...

Purpose: This paper's purpose is to develop a meaning-based framework for customer loyalty by examining how consumers make sense of customer loyalty through meanings and metaphors. Design/methodology/approach: A qualitative study based on in-depth interviews and focus group data in the retail...

Purpose – The purpose of this paper is to propose that the recasting of supplier and customer roles reconfigures the role of marketing. Design/methodology/approach – A conceptual paper that suggests the need to rethink the role of marketing in the strategic decision making of companies. The...

Purpose – The purpose of the article is to identify and analyze the challenges of business-to-business (B2B) research relevance from the point of view of top executives. Design/methodology/approach – Ten in-depth interviews with top executives from different B2B industries were conducted and...