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The influence of regulatory focus on global consumption orientation and preference for global versus local consumer culture positioning

Westjohn, Stanford A.; Arnold, Mark J.; Magnusson, Peter; … - In: Journal of international marketing 24 (2016) 2, pp. 22-39

Persistent link: https://www.econbiz.de/10011500430

A cross-cultural investigation of relationship marketing effectiveness in retail services: a contingency approach

Odekerken-Schröder, Gaby; De Wulf, Kristof; Reynolds, … - In: Research on international service marketing : a state …, (pp. 33-73). 2005

Persistent link: https://www.econbiz.de/10002976486

A CROSS-CULTURAL INVESTIGATION OF RELATIONSHIP MARKETING EFFECTIVENESS IN RETAIL SERVICES: A CONTINGENCY APPROACH

Odekerken-Schröder, Gaby; De Wulf, Kristof; Reynolds, … - In: Research on international service marketing : a state …, (pp. 33-73). 2005

Relationship marketing is not effective in every situation or context. This study investigates the impact of three categories of potential contingency factors on the effectiveness of relationship marketing efforts in a retail services context: demographic characteristics of the consumer (age and...

Persistent link: https://www.econbiz.de/10015386304