Purpose This paper aims to examine how other-regarding personality traits relate to reciprocity among frontline employees (FLEs). Design/methodology/approach Other-regarding personality variables were used to model the propensity for reciprocity and actual reciprocal behaviors with coworkers....

Purpose – Latent constructs represent the building blocks of marketing theory. The purpose of this paper is to provide marketing researchers with a practical procedure for writing construct definitions. Design/methodology/approach – The paper reviews important contributions to construct...

Purpose: The purpose of this paper is to propose future directions for research into stories and metaphors as concise communication tools that are particularly salient for the fast pace of today’s retail sales environment. Design/methodology/approach: A cross disciplinary approach is taken to...

Purpose Narratives are central to consumers’ understanding of brands especially during change. The financial crisis that began in 2008 offered a changing marketplace from which to develop two managerially useful frameworks of consumer narratives. The paper aims to discuss these issues....