IDEAS home Printed from https://ideas.repec.org/a/eee/iburev/v4y1995i4p471-481.html
   My bibliography  Save this article

Relationship marketing: Local implementation of a universal concept

Author

Listed:
  • Palmer, Adrian J.

Abstract

Relationship marketing has been described as a new paradigm for the study of exchange. However, current interest in developing relationship marketing programs overlooks the existence of relational exchange as the dominant form of exchange in many of the world's economies. This paper discusses the nature of relational exchange and governance within a cross-cultural context and advises caution in the implementation of western style tactical relationship marketing activity in markets where relationships represent core cultural values.

Suggested Citation

  • Palmer, Adrian J., 1995. "Relationship marketing: Local implementation of a universal concept," International Business Review, Elsevier, vol. 4(4), pages 471-481.
    • Handle: RePEc:eee:iburev:v:4:y:1995:i:4:p:471-481
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/0969593195000275
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Schurr, Paul H & Ozanne, Julie L, 1985. "Influence on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 939-953, March.
    2. Eugene Jones & Ronald W. Ward, 1989. "Effectiveness of generic and brand advertising on fresh and processed potato products," Agribusiness, John Wiley & Sons, Ltd., vol. 5(5), pages 523-536.
    3. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    4. Campbell, N. C. G., 1985. "An interaction approach to organizational buying behavior," Journal of Business Research, Elsevier, vol. 13(1), pages 35-48, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chao-Ming Yang, 2020. "Influences of Product Involvement and Symbolic Consumption Cues in Advertisements on Consumer Attitudes," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(2), pages 1-15, March.
    2. Abdelmajid Amine & Audrey Bonnemaizon & Margaret Josion-Portail, 2017. "Tailoring Elderly Patients’ Identities through Healthcare Service Relationships: Toward a Guardian Conception of Vulnerable Publics’ Identities," Post-Print hal-01684147, HAL.
    3. Gruen, Thomas W., 1995. "The outcome set of relationship marketing in consumer markets," International Business Review, Elsevier, vol. 4(4), pages 447-469.
    4. Maystre, Nicolas & Olivier, Jacques & Thoenig, Mathias & Verdier, Thierry, 2014. "Product-based cultural change: Is the village global?," Journal of International Economics, Elsevier, vol. 92(2), pages 212-230.
    5. Heffner, Reid R., 2007. "Semiotics and Advanced Vehicles: What Hybrid Electric Vehicles (HEVs) Mean and Why it Matters to Consumers," Institute of Transportation Studies, Working Paper Series qt9mw1t4w3, Institute of Transportation Studies, UC Davis.
    6. Borhan, Muhamad Nazri & Ibrahim, Ahmad Nazrul Hakimi & Miskeen, Manssour A. Abdulasalm, 2019. "Extending the theory of planned behaviour to predict the intention to take the new high-speed rail for intercity travel in Libya: Assessment of the influence of novelty seeking, trust and external inf," Transportation Research Part A: Policy and Practice, Elsevier, vol. 130(C), pages 373-384.
    7. Ferdinand Augusty Tae, 2021. "Destination authentic value advantage: an SDL perspective," Management & Marketing, Sciendo, vol. 16(2), pages 101-117, June.
    8. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    9. Song, Hanqun & Yang, Huijun & Ma, Emily, 2022. "Restaurants’ outdoor signs say more than you think: An enquiry from a linguistic landscape perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    10. Yoo, Jungmin & Park, Minjung, 2016. "The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5775-5784.
    11. Gökçe Esenduran & James A. Hill & In Joon Noh, 2020. "Understanding the Choice of Online Resale Channel for Used Electronics," Production and Operations Management, Production and Operations Management Society, vol. 29(5), pages 1188-1211, May.
    12. Hyun Ju Jeong & Jihye Kim, 2020. "Benefits of cause-related marketing for companies and nonprofits: focusing on the roles of self-corporate congruity and issue involvement," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 317-330, September.
    13. Das, Gopal, 2014. "Factors affecting Indian shoppers׳ attitude and purchase intention: An empirical check," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 561-569.
    14. Jerónimo, Rita & Ramos, Tânia & Ferreira, Mário B., 2018. "Trait transference from brands to individuals: The impact of brand-behavior congruency," Journal of Business Research, Elsevier, vol. 88(C), pages 54-65.
    15. Maria Antonietta Raimondo & Gaetano Nino Miceli & Stefania Farace, 2013. "Self o mass branding? La relazione tra personalizzazione e marca," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(4), pages 149-171.
    16. Grimm, Pamela E., 2005. "Ab components' impact on brand preference," Journal of Business Research, Elsevier, vol. 58(4), pages 508-517, April.
    17. Poushneh, Atieh, 2021. "Impact of auditory sense on trust and brand affect through auditory social interaction and control," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    18. Rabbanee, Fazlul K. & Roy, Rajat & Sharma, Piyush, 2022. "Contextual differences in the moderating effects of price consciousness and social desirability in pay-what-you-want (PWYW) pricing," Journal of Business Research, Elsevier, vol. 141(C), pages 13-25.
    19. Cheon Yu & Yun Seop Hwang, 2019. "Do the Social Responsibility Efforts of the Destination Affect the Loyalty of Tourists?," Sustainability, MDPI, vol. 11(7), pages 1-17, April.
    20. Gefen, David, 2000. "E-commerce: the role of familiarity and trust," Omega, Elsevier, vol. 28(6), pages 725-737, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:iburev:v:4:y:1995:i:4:p:471-481. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/133/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.