Purpose The purpose of this paper is, first, to identify the relationship, if any, between customers’ perceptions of justice (functional element) and employee effort (symbolic element) and their effects on satisfaction and loyalty in the context of service recovery and, second, to determine...

Purpose – This paper aims to investigate how small to medium‐sized enterprises (SMEs) use particular brand communication activities to develop their brands. Design/methodology/approach – As a means to build some understanding about this phenomenon, a “contemporary marketing practices”...

Purpose: The purpose of this paper is to analyze the impact of the salespeople profile (i.e., effort, commitment and creativity) – and its degree of market orientation (MO) – on the success of new product launch and sales outcomes. An emerging economy context is taken as a reference....