this research aims at analyzing and investigation of role of brand and guerrilla marketing in keeping and increasing purchasing portfolio of customer in iran’s sme and in this respect three hypothesizes are developed. for doing of this research after exploration of models and approaches in brand questionnaire and guerrilla marketing were used for customers of company. the conceptual model based...


 The purpose of this study was to determine the role service quality and relationship marketing on customer loyalty satisfaction as an intervening variable at BMT Mandirir Sejahtera, Kranji Paciran Lamongan Branch. With a quantitative approach. Testing hypothesis uses Smart PLS test tool. data in by distributing questionnaires customers Mandiri Sejahtera results showed that there influenc...

Stakeholders operating within the yam export market lack shopper insights to formulate effective marketing and supply chain management strategies. This paper aims to show how supermarket loyalty card data on yam shoppers in the UK can be analysed to objectively assess marketing performance and prospects through year-on-year comparison of key marketing measures and regression. The results demons...

Background: Neuromarketing ethical issues are debatable from two perspectives:  First, the effect that ethics has on consumer behavior through sensory, emotional, and emotional foundations of neuromarketing. Second, there are challenges in using neuromarketing and the need to codify ethical standards. The purpose of this study was to present a model of ethical dimensions of neuromarketing to at...

SATISFACTION AS ANTECEDENTS ABSTRACT Purpose: This paper studies, from the perspective of relationship marketing, the loyalty behavior of industrial customers in the context of a cluster. Loyalty is a key variable for studying long term relationships between firms. Research implications: Recent advances in consumer and services marketing consider that perceived value and satisfaction are centra...

Sustainable consumption is a core policy objective within the UK Government’s Sustainable Development Strategy and there is a growing awareness that retailers have a vital role to play in promoting more sustainable patterns of consumption. This paper explores how the UK’s top ten food retailers are communicating sustainable consumption agendas to their customers within stores in the towns of Ch...

The paper explores the effect of customer satisfaction with online supporting services on loyalty to providers of an offline core service. Supporting services are provided to customers before, during, or after the purchase of a tangible or intangible core product, and have the purpose of enhancing or facilitating the use of this product. The internet has the potential to dominate all other mark...

With Android and iOS as the dominating operation systems, the growth of one player’s influence in the market translates into the loss of its opponent’s market share. In the marketing discipline, expectation confirmation theory is used to study how a consumer’s satisfaction influences his/her willingness to repurchase the product. Scholars extended the theory and developed a post-acceptance mode...