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 – Co‐branding strategies are now seen increasingly in business‐to‐business (B2B) settings, however, there has been little research in this area. This study aims to investigate the benefits of a B2B co‐branding strategy where the partner brands have different brand equity...

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,...

Examines the determinants that influence consumers’ intention to buy environmentally friendly products. Ajzen’s theory of planned behaviour (TPB) provides the conceptual framework of the research and the appropriateness of the theory and is tested in two distinct market conditions (UK and...