Customer loyalty is a topic of great interest for marketing scholars due to its importance in
gaining sustainable competitive advantages and financial outcomes. Literature is prolific of …

The aim of this research is to examine the positive influence of brand awareness, brand
image, and brand trust on brand loyalty. The coffee shop business in big cities in Indonesia …

Purpose This study aims to find, analyse and synthesise the body of literature on how
different health-care businesses form business-to-business (B2B) alliances. By doing so …

Purpose Establishing thought leadership by disseminating relevant digital content through
social media has become one of the main priorities for marketers in business-to-business …

Purpose The purpose of this paper is to analyse the dimensional structure of relationship
value by comparing the results of one-dimensional versus multidimensional …

Traditionally product-dominant business-to-business (B2B) manufacturers create
differentiation and competitive advantage by providing services alongside their product …

Purpose Though extant literature has identified goods-based brand image (GBBI) and
services-based brand image (SBBI) as drivers of business-to-business (B2B) loyalty, their …

One of the roles of marketing management is to win the market competition. This situation
will make the company's sales increase and ultimately provide profits for the company. In …

Purpose This paper aims to investigate to what extent core, technical and social components
of relationship value influence customer satisfaction and loyalty in the high technology …

Purpose The purpose of this study is to investigate the effects of human capital and
relational trust on business-to-business (B2B) brand equity. Design/methodology/approach …