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The purpose of this paper is to classify and compare the importance of the benefits consumers derive from affinity credit card programmes.

A random sample of affinity credit card holders of a major Greek athletic club (AC) was surveyed and a multi-group structural equation model was run to assess the hypothesised relationships among the study constructs.

Overall, the relational benefits of affinity credit cards outperform the functional ones. However, this finding depends on the number of additional credit cards held by affinity credit card holders.

The study is the first one to test formally the viability of a core services marketing theory (relational benefits) within the affinity marketing field as a means of explaining consumer behaviour within such a context.

In the international marketing literature the issue of advertising standardization has ignited a lively and heated debate among academics and managers alike. However, the decision whether to standardize or not cannot be considered a dichotomous one. Develops a comprehensive framework to capture the relevant factors that determine the selection of the appropriate international advertising strategies and tactics. More specifically, first identifies three broad sets of factors (“local”, “firm” and “intrinsic”) which influence international advertising decisions. Then proposes that the standardization and adaptation of international advertising strategies represent the polar ends of a continuum of transitional stages. Finally, discusses the ways and the degree to which international advertising strategies can be adapted to different situations.

This article examines the relationships among two types of strategy (defender and prospector), two types of evaluation systems (output‐oriented and behavior‐oriented), and one dimension of organizational structure (centralization) and their interactive effects on the job performance of marketing managers. Findings from an empirical study indicate that marketing strategies must be matched with the appropriate types of evaluation systems and structure to affect job performance positively. More specifically, the results suggest that an output‐oriented evaluation system combined with a high level of centralization is associated with higher managerial performance for organizations pursuing a defender strategy, whereas a behavior‐oriented evaluation system combined with a low degree of centralization is associated with higher managerial performance for a prospector strategy. Implications for the successful implementation of marketing strategies are discussed. Finally, study limitations and directions for future research are noted.

The purpose of this paper is to examine the effects of service quality and satisfaction on three consumer behavioral intentions, namely word‐of‐mouth, site revisit, and purchase intentions in the context of internet shopping.

To achieve this objective 240 online interviews were carried out (response rate 24 percent) from a randomly generated sample of 1,052 online shoppers using the database of a leading Internet provider in Greece as the sample frame.

Data analysis involved the comparison of three rival models using structural equations modeling. The prevailed model reveals that e‐service quality has a positive effect on e‐satisfaction, while it also influences, both directly and indirectly through e‐satisfaction, the consumer's behavioral intentions, namely site revisit, word‐of‐mouth communication and repeat purchase.

The results confirm that cognitive evaluations precede emotional responses and that quality is a strong antecedent of satisfaction. However, the findings highlight the importance of the interaction experience with the e‐shop on perceived quality. Moreover, the study underlines the crucial impact of the four key e‐service quality drivers on the entire cycle of buying, including post‐purchase behavior, confirming existing evidence in both off‐ and on‐line context.

Practitioners should carefully consider their web site's attributes. They should make their sites easy‐to‐use and easy‐to‐navigate and place extra emphasis on providing fast, accurate, and uncluttered information through their web sites. Also they should direct marketing activities with the aim to enhance satisfaction from e‐shopping, particularly regarding the service encounter incidents.

The paper makes a scholar contribution by examining the notion of e‐service quality and how it relates with e‐satisfaction while exploring unexamined consumers' behavioral intentions and both their direct and indirect antecedents.