Purpose–The study aims to propose four novel constructs of green satisfaction, green
loyalty, green trust and green brand equity. It identifies the role of social marketing …

Purpose The main purpose of this study is to examine the synergistic impact of marketing
orientation (MO) and strategic orientation (SO) on business performance (BP) and to explore …

The pressure on businesses to engage not only on profitability but also on social and
environmental responsibility has increased in recent times. The study empirically tested the …

While there has been a significant amount of work involving marketing education, it is
unclear as to which demographic and psychographic characteristics of marketing majors …

This article argues that the marketing canon, as presently configured, has failed to confer
social reality to the acts of its key protagonists–marketers. As an adjunct to both collective …

We are presently at a point of unique circumstantial convergence where recession, an
increased emphasis on business ethics, and marketer's reluctance to accept shifting social …

Cocreation of value is a key construct in service science and the service-dominant logic.
Little is known about how practicing managers perceive their own value cocreating activities …

This research undertakes a systematic review of critical marketing literature in order to
generate meaningful conclusions on the state of the existing body of critical marketing …

The current research aims to assess the effect of strategic orientation on firms' performance
in Nigerian SMEs. Simultaneously, it evaluates the mediating influence of enterprise risk …

This paper seeks to examine the effects of strategic orientation (SO) to Small and Medium
Enterprises (SMEs) performance in Sabah, Malaysia context. Specifically, the effects of two …