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Cultural Influences on the Antecedents of Trust in B2B Relationships : A Study of Financial Services in the United Arab Emirates
This study investigates the impact of cultural values on trust in the corporate banking industry in the United Arab Emirates. A substantial literature exists concerning trust in inter-firm relationships, and considerable ...
Improving relevance in B2B research : Analysis and recommendations
Purpose – The purpose of the study is to identify and discuss critical aspects of the academic/practitioner gap and suggest how to make marketing research more relevant. Design/Methodology/Approach – The study uses data ...
Social marketing and healthy eating : Findings from young people in Greece
Greece has high rates of obesity and non-communicable diseases owing to poor dietary choices. This research provides lessons for social marketing to tackle the severe nutrition-related problems in this country by obtaining ...