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This paper empirically examines the direct and indirect effects of perceived termination severity on customers' behavioral reactions via betrayal and justice. It also examines the moderating effects of attitude toward complaining (ATC).

This paper employs a quantitative method approach using a scenario-based experiment in a banking setting.

The results show that a more severe termination approach results in higher customer negative reactions. Betrayal is shown to be a key driver of customers' behavioral reactions, and ATC moderates these effects.

Future studies should examine the effects of different termination strategies in markedly different cultures and should also examine other boundary conditions such as prior warning, relationship quality and service importance in influencing customers' negative behavioral responses.

This paper contributes to the service termination literature by shedding light on the impact of termination severity on customers' reactions. It also unveils the mechanism that explains customers' reactions to service termination. Further, it reveals that ATC moderates customers' public (but not private) complaining behaviors.

“Theory versus practice” and “rigour versus relevance” debates have long been a feature of the discipline of marketing, not least within the sub‐field of marketing education, where authors have increasingly called for the adoption of more critical approaches as a means to enhance undergraduate degrees. To date, however, little is actually known about how undergraduate programmes are perceived by those who deliver them. The aim of this research is to investigate educators' views of the primary purpose of undergraduate degrees, and their perceptions and experiences of critical approaches.

A series of 23 exploratory interviews was conducted, followed by a national survey of UK marketing educators. For the main phase of data analysis, multivariate techniques were employed.

Respondents generally agreed that intellectual rigour is a priority in marketing education. However, significant differences in opinion were identified on the extent to which degrees actually provide this, the extent to which students should be treated as customers, and whether curricula should be driven by industry. In terms of critical approaches, the majority of staff rated such approaches as important to undergraduate programmes, and most had introduced at least one type in their own teaching. There were no significant differences in ratings and experiences of critical approaches between those respondents who emphasised industry relevance in marketing education and the rest.

The divergence of views revealed by the research raises important questions about how marketing is currently positioned to different stakeholders, and how the discipline may evolve in future.

Networks are increasingly recognised as being important to successful marketing amongst small and medium‐sized enterprises (SMEs). The purpose of this study is to investigate the structure and content of network relations amongst SME clusters, and explore the link to marketing performance.

Following a review of the literature on SME networks and marketing performance, case study analysis is performed on four SME clusters in the Greek agrifood sector.

Analysis finds that the configuration of horizontal relationships between producer SMEs has little bearing on marketing performance, unless also accompanied by strong vertical connections between key members of the SME cluster and other actors in the supply chain. The disposition of these key members towards information‐seeking and contact building outside their SME clusters is also identified as important.

To improve marketing performance, leaders in SME clusters should focus on building strong vertical relationships in the supply chain, and encourage knowledge gathering from external market contacts.

Unlike many studies of SMEs, networks and marketing performance, this research investigates the networking phenomenon at the level of whole SME clusters, rather than at the level of individual SME owner‐managers.

The purpose of this paper is to explore the managerial challenges of shared brands, defined as arrangements whereby a single brand name acts as the sole or principal identity for the products of two or more firms, and where brand management is governed by an entity independent from a single firm.

An exploratory, theory‐building approach is adopted. The paper draws from the brand equity and institutional economics literatures to develop a conceptualisation of club brands, of which shared brands represent one type. The managerial challenges for the latter are explored with reference to secondary evidence and two cases based in the food sector.

The analysis proposes that the exclusive and non‐rivalrous characteristics of club brands pose specific managerial challenges in the key decision‐making phases of brand identity creation, reputation building and reputation protection. Case exploration of shared brands illustrates these challenges, although some are attributed to the distinct governance structure of shared brands rather than their club characteristics.

Through a focus on shared brands, the paper offers an original exploration of a type of branding arrangement which has been overlooked in the literature, but whose use is growing amongst practitioners. It also offers a novel conceptualisation of brands that highlights the bias towards individualism in mainstream branding theory and its preoccupation with customer‐facing managerial tasks.

Investigates consumer perceptions of “regional foods” in England. Results show understandings of regional foods to be a complex dynamic of interrelated concepts. Regional foods are defined by place and human‐related factors. An implicit factor in attitudes towards regional food is the “perceived authenticity” of the various product attributes by the consumer. Regional foods are characterized as “regional products” (high‐value, speciality or hand‐crafted products) and “regional recipes” (dishes readily associated with home preparation and cooking). Proposes that findings have implications for marketing, in particular product differentiation and communication. Implications are discussed for food producers and retailers, and recommendations are made for future research.

Many previous studies have indicated that by acting collectively, agrifood SMEs can improve performance and enhance their contribution to local areas. Although collective action between agrifood SMEs proliferates in many southern European countries, relatively few successful cases appear to exist in Greece. The purpose of this paper is to explore the reasons for this, by relating the theoretical conditions of successful collective action to evidence from existing studies on the Greek situation.

Drawing from the literature on small firm networks, and previous empirical studies of agrifood SMEs in Europe, the paper identifies six conditions that underpin successful collective action: three contextual (type of market, social cohesiveness, institutional involvement) and three behavioural (market orientation, co‐operative spirit, existence of an initiator).

Relating these conditions to existing evidence on Greek agrifood SMEs, the analysis suggests that socio‐cultural factors and institutional involvement are often barriers to successful collective action. However, the presence of at least some examples of strong agrifood SME networks in Greece indicates that such barriers can be overcome. The paper concludes by identifying the research questions to be tackled by future empirical study of Greek agrifood SMEs.

The paper explores the important phenomenon of small firm networks in the under‐researched country of Greece. In addition, the paper also presents an original synthesis of key conditions under which collective action thrives, drawn from many previous studies of networks and collective action in the agrifood sector throughout Europe.

In light of critiques of structured studies of market orientation in firms, this paper reports on a qualitative investigation of market orientation amongst craftspersons. Behaviour is conceptualised as the result of interactions between individuals' value sets, goals, perceptions and activities. Following examination of the theory that the distinct value sets of craftspersons render them unlikely to behave in a market oriented way, the methods and results of an empirical study of craft food producers are reported. The study finds that participants strongly perceived themselves as prioritising non‐commercial, lifestyle‐oriented goals. At the same time, however, much evidence was found of market oriented tendencies and the desire to pursue commercial ambitions. Analysis proposes that the specialist niche markets in which these participants find themselves mean that adherence to “craft” principles positively contributes to marketing advantage and achievement of commercial goals. The implications for market orientation research are discussed.

This paper describes the findings of a research project which investigated the suitability of the UK as a possible niche market for a speciality Portuguese smoked sausage (Chouriço de Portalegre). The paper begins with a discussion of niche marketing theory, and proposes three criteria which a potential niche market should adhere to. These criteria are then used as a means of assessing the potential of the UK as a niche market, with the help of secondary and primary research. Results show that the Chouriço de Portalegre has an appropriate mix of qualities for niche marketing in the UK, but that issues of intermediary and customer knowledge and communication of product benefits need to be overcome.The findings have important implications for retailers of speciality meat products in the UK.

Concern about the agro-industrial food system has generated movements, which reconnect producers and consumers, either through alternative distribution networks or through providing histories of each quality foodstuff. Although these movements share a romantic discourse, they have a range of objectives and a more complex relationship to the mainstream than first appears. The article analyses particularly the concept of authenticity, first in representations of food, then more widely as a value which links production and consumption. The material illustrates a wider analysis (in Graeber, Harvey) of the co-existence of monetary and non-monetary value in an economy dominated by the commodity form, and following from this sets out the different judgements, which have been made about the transformative political potential of these movements.

In recent years, one of the most important and active research areas has been local food. This study aims to examine the evolution and trends of local food research in several disciplines or fields in the 50 years, highlighting emerging research themes, collaborations such as authors, institutions, journals and co-citations such as documents, authors and journals.

A total of 869 local food-related articles from the Web of Science (WoS) database from 1970 to 2020 were analyzed by several bibliometric analyses using CiteSpace II software.

The findings indicate that the number of studies in the local food field has increased rapidly and it is an interdisciplinary subject. Moreover, the results indicate that there is partly collaboration among authors, institutions or countries that conduct research on local food. For example, the most productive authors in this field are in USA, India, Brazil and European countries. Another remarkable result of this study is that tourism and hospitality discipline has focused on local food subject, especially in the last five years.

This is one of the first attempts by using network analysis to directly understand and visualize the interrelated structures of the local food research. Furthermore, the results of this study may provide researchers a reference guide to better evaluate and monitor local food research.