Marketing Intelligence & Planning: Volume 23 Issue 3

Determinants of the brand equity: A verification approach in the beverage industry in Turkey

Eda Atilgan, Şafak Aksoy, Serkan Akinci

This research study aims to examine the practicality and application of a customer‐based brand equity model, based on Aaker's well‐known conceptual framework of brand equity.

The effect of market orientation on dependence and satisfaction in dyadic relationships

Andreu Blesa, Enrique Bigné

This paper seeks to examines the effect of manufacturer market orientation on distributor dependence and satisfaction with the relationship, and to analyse how this dependence…

International internet marketing: A triangulation study of drivers and barriers in the business‐to‐business context in the United Kingdom

Riyad Eid

The purpose of this article is to investigate empirically the drivers and barriers operation on the adoption of internet technology by business‐to‐business marketing companies…

Demographic characteristics of consumers who find it difficult to decide

Gianfranco Walsh, Vincent‐Wayne Mitchell

The puropse of this article is to identify consumers who experience difficulty in making their buying decisions, especially in the face of variety of choice, proliferation of…

Who's complaining? Using MOSAIC to identify the profile of complainants

Michael Volkov, Debra Harker, Michael Harker

The purpose of this article is to bring together established research in the field of consumer complaint responses: to contextualise this research into the area of complaints…

Relationship marketing: schools of thought and future research directions

Roger Palmer, Adam Lindgreen, Joëlle Vanhamme

The purpose of this article is to challenge the applicability of the traditional micro‐economic framework for analysing marketing situations and actions in the contemporary…