Relational exchange: a review of selected models for a prediction matrix of relationship activities

Article Abstract:

Four models of relational marketing were contrasted and compared in order to arrive at a common area, which can provide insights for managers when entering into an intensive relational exchange. The study showed that trust, communication, and functional conflicts were the common variables among the four models. The study also showed that it is possible not one model can capture all the elements in relationship marketing, and future research will require a thorough exploration of the constructs of relationship marketing relative to strategic alliances and network organizations.

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Strategic brand evaluations among fast-food franchises: a test of two frameworks

Article Abstract:

The Brisoux-Laroche brand categorization paradigm (1980) and the Bliemel price-quality evaluation model (1984) are tested in the context of fast-food restaurant selection. The results provide support for the four hypothesized Brisoux-Laroche profiles and the Bliemel price-quality choice behavior theory. The results also show that strategic brand evaluations can be used to evaluate the link between market share position and subjective utility.

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Random utility models in marketing research: a survey

Article Abstract:

Research is presented concerning the issues and principles which influence the choice of random utility models which are used to determine discrete choice behavior. Three families of models are discussed.

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