Purpose – This paper aims to reframe and enhance the relationship marketing literature through advocating an emphasis on process and a renewed commitment to social and informational exchanges. Design/methodology/approach – The paper is conceptual. It takes as its starting‐point the...

Purpose: The purpose of this paper is to offer a critical reflection on the experience and challenges associated with conducting a family ethnography along with methodological guidance that generates insights for future researchers. Design/methodology/approach: This paper uses a family...