The role of internal marketing in developing organisational competencies is identified as a key area for continued research (Rafiq and Ahmed, 2003). One competence of particular interest to marketers is market orientation. This paper examines the impact of internal marketing, operationalised as...

With economic considerations exerting an ever-increasing influence on soccer clubs’ activities, fan satisfaction becomes an essential strategic management objective for these institutions. Despite this topic’s obvious relevance, the literature has paid little attention to the measurement of...

This study investigates customer engagement behaviors related to luxury brands on social media, focusing on the motives driving active and passive engagement. Applying a sequential mixed methods approach, drawing on netnographic and survey data analyses, the study identifies 10 emergent themes...