Prior research has found that the announcement of marketing alliances tends to produce no effect on firm value creation in a high-tech context. This article reexamines this issue and investigates whether the characteristics of a firm’s network of alliances affect the firm value created from the announcement of a new marketing alliance. The authors investigate whether network centrality, network...

Prior research has found that the announcement of marketing alliances tends to produce no effect on firm value creation in a high-tech context. This article reexamines this issue and investigates whether the characteristics of a firm’s network of alliances affect the firm value created from the announcement of a new marketing alliance. The authors investigate whether network centrality, network...

Keyword: Customer gratitude Relationship marketing Retailing Loyalty programs Customer gratitude represents the emotional core of reciprocity and plays a key force in developing and maintaining successful seller–buyer relational exchanges. Based upon personal interviews with 239 members of loyalty card programs of a department chain store, this study shows that alternative relationship marketin...

consumers have different needs and desires in their relationship with service firms and not every consumer is willing to engage in close commercial relationship in the same manner. although customer relationship management (crm) is a top priority for marketers, scholars and managers do not appropriately understand these distinct relational preferences. this article introduces ‘customer attachme...