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The Role and Nature of Willingness to Sacrifice in Marketing Relationships
Studies of human relationships in anthropology, religion, community studies and psychology have determined that willingness to sacrifice plays an important role in reinforcing and strengthening social bonds. It is remarkable ...
Using Word-of-Mouth to Portray an Image of Being Knowledgeable
Word-of-mouth (WOM) is a powerful phenomenon, with the potential to determine a brand’s success by influencing both purchase decisions and the consumers’ experiences. While the predominant view suggests that WOM behavior ...
The Meaning and Impact of Respect in the Context of Business-to-Business Marketing Relationships
In the field of marketing, there is anecdotal evidence that “respect” is an important determinant of marketing relationship success (e.g., Berry 1996; Bitran and Hoech 1990; Costley, Friend, and Babis 2005). The current ...
The Belonging Paradox: The Belonging Experience of Committed Uncertain Members
The existing literature in marketing and consumer behavior tends to adopt a somewhat static view of membership and belonging, focusing on the status uncertainty that surrounds new group aspirants. In the literature, the ...