“...Trust - a belief in the reliability of a third party, particularly when there is an element of personal risk - lies at the heart of the marketing concept. Any...”

“...Develops a definition of action research that is particularly suitable for marketing and based on the articles in this issue of European Journal of Marketing, emphasising the breadth of action...”

“...This e-book on Brand Management presents papers from two branding events in 2006; both the Thought Leaders International Conference on Brand Management, and...”

“...Capitalism versus communism, pure competition versus monopoly, globalisation versusdomestic competition, qualitative versus quantitative, positivistic versus...”

“...Purpose The European Journal of Marketing was created in 1967. In 2017, the journal celebrates its 50th anniversary...”

“...Purpose - This research aims to examine the impact of celebrity credibility on consumer-based equity of the endorsed brand. The mediating role of brand...”

“...Key literature relating to corporate identity (CI), corporate brand (CB) and corporate reputation (CR) are considered in order to develop a framework to...”