Purpose–This review article aims to develop an integrating overview of the present status of
the theory of corporate social responsibility (CSR) applied in the marketing context and asks …

The emergence and evolution of service-dominant (SD) logic (Vargo and Lusch 2004a) has
drawn increasing attention toward the integration of resources, especially intangible and …

The formulation of corporate social responsibility standards must deal with conflicting
interests among stakeholders. The standards formulation process occurs at the junction …

Companies are increasingly relying on alternative promotional activities, such as word-of-
mouth communication (WOM), to reach their target markets. From a consumer protection …

This study examines the role of trust in customer–seller relationships before and after the
2008 financial crisis. On the basis of two surveys comprising 1155 and 757 bank customers …

Purpose–The paper offers a viewpoint on the relevance of the underpinnings of the social
exchange theory (SET) in understanding inter‐firm relationships, specifically with respect to …

Purpose: This research was aimed at attaining a deeper knowledge of how customer value
creation can be improved in business markets. Although trust and commitment (as relational …

Experiences have been a highly debated topic of discussion in marketing and business
literature for more than a decade, but there is still much ambiguity on what experiences are …

This study focuses on how relationships among constructs representing (1) consumer trust
in market-related institutions (CTMRI),(2) distrust for individuals (DFI), and (3) subjective …

Este libro es una investigación exhaustiva sobre el Marketing de Relaciones como nuevo
paradigma dominante tanto en el contexto analógico como en el digital. En él se pretende …