Purpose Drawing on the service-dominant logic and taking a multi-stakeholder brand value
co-creation perspective, this paper aims to investigate whether positioning a place brand …

Using social identity theory and social capital theory as a backdrop to understand the
context of subsistence marketplaces, this study investigates how rural micro and small …

Circular systems of reuse and recycling may stimulate resource conservation and thereby
more sustainable outcomes for marketing systems. Automotive remanufacturing serves as a …

The growing availability and consumption of Fairtrade products is recognised as one of the
most widespread ethically inspired market developments, and as an example of activist …

Purpose This paper aims to further the authors' understanding of brand communities, and
their role in brand co-creation, through empirical and theoretical contributions derived from …

This paper presents Systematic Theory Mapping (STM), a comprehensive and systematic
method, as the first step toward defining and dealing with complex and wicked problems …

This research examines the factors that religious pilgrims draw upon when constructing a
personal meaning of their visit to Lourdes. Through an ethnographic examination of twenty …

Climate change represents a major challenge for businesses and society. Small farmers in
emerging economies are most vulnerable to extreme weather events and must adapt their …

This paper examines how the Government of India (GOI) used macrosocial marketing (MSM)
to address the issues of clean cooking fuel accessibility and affordability and structural …

Building on work on social and macro-social marketing, we provide an empirical account of
ways in which American gun violence prevention groups (GVPGs) act as macro-social …