Vol 6, No 2 (2018)

Special Issue on Relationship Marketing

Table of Contents

Articles

Foreword
Fiona Cownie
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A critical assessment of the nature and role of gratitude in: MGM’s Las Vegas Loyalty programme ‘M life’
Sophia Carolina
An examination of the nature of service recovery within the airline industry and its impact on customer loyalty
James Harrison
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An analysis of ASOS’s use of online relational strategies to generate customer engagement
Francesca Wright
An analysis of Liz Earle’s relational strategies and their impact on affective commitment and word-ofmouth communication
Issy Steer
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An analysis of the nature and role of social influencer trustworthiness within the health and fitness sector and how it facilitates brand trust
Laura Dodd
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An analysis of the affective commitment amongst John Lewis Partnership employees and the implications for word-of-mouth communication
Justin Baker
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An analysis of the nature and role of reciprocity within the Nike x Basement Collective co-creation strategy
Isabella Constantine
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An analysis of Trainline’s digital communications strategies and their impact on creating trustworthiness and trust amongst consumers
Chris Bowditch
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An analysis of Disney Theme Parks’ relational approaches to developing consumer engagement and advocacy
Simrit Gill
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An analysis of the impact of gifting on influencer gratitude and entitlement
Iona Kelly
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An analysis of how social media influencers utilise trust-building strategies to create advocates
Megan Scott
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