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PurposeThe present study sets out to analyze the effects that a set of variables related to purchasing behaviour has on the difference in perceived risk between store brands and national brands.Design/methodology/approachThe methodology proposed to achieve the objective consists of analyzing the existing relationship between different aspects relating to purchasing behaviour of the consumer and the difference in perceived risk between the two types of brands through a causal and integrated model. Such a model covers both the direct effects and the indirect effects caused by these variables jointly. In order to do so data were obtained from two groups of people, which has allowed for cross‐validation of the methodology used, which, in turn, permitted a greater generalization of the results.FindingsThe variables which have proven to be most relevant when explaining this difference are the perceived quality of the store as opposed to that of the national brands, familiarity with the store brands and confidence in the extrinsic attributes of the product to assess its quality.Originality/valuePrevious empirical research has focused primarily on the individual effects of these variables. A causal model is proposed capable of demonstrating that, besides the direct effect of a variable on the difference in perceived risk between store brands and national brands, there may be other ways for this variable to exercise its influence. This is important because of the implications for retailers when managing their own brands.

The purpose of the research is to analyze the organizational antecedents of marketing capabilities and their impact on business performance using a sample of small and medium enterprises (SMEs). More specifically, the research analyzes the effect of the organizations' internal marketing (IM) practices on the employees' implementation of a coordinated set of commercial abilities crucial to firms' competitiveness. Results of the research indicate that IM, or the management of human resources as internal organizational clients, is a key determinant in motivating employees effectively to develop both strategic and operational marketing capabilities. Marketing capabilities exert a significant and positive effect on clients' satisfaction and loyalty, which ultimately lead to better organizational performance in terms of sales, profit, and market share. The research also contributes to the scarce amount of empirical evidence on the positive and direct effect of IM strategies on business performance.

This study examines the franchisor-franchisee relationship under different distribution channel dependence structures. Specifically, its basic objective is to analyse if the effect that the variables communication, perceived cooperation and conflict exert on the franchisee's satisfaction (social and economic) is moderated by the degree of existent dependence between the partners. The results obtained from the realisation of a series of detailed interviews held in franchise relationships permit us to conclude that such a moderating effect is especially important in the case of economic satisfaction.

Purpose -This study aims to examine the marketing/R&D relationship under different relative dependence situations. Specifically, its basic objective is to analyse if the effect that the climate between these departments exerts on new product development performance is moderated by the dependence perceived by these areas. Design/methodology/approach -The interfunctional climate was measured through six key variables of relationship marketing: cooperation, communication, trust, commitment, social satisfaction and conflict. To do this, the R&D directors of 178 Spanish innovative firms were surveyed. A sample of 345 products (177 successes and 168 failures) was been obtained. Findings -The results derived from a multisample analysis allow the conclusion that in those situations of high dependence the creation of a satisfactory climate is specially important for the development of affective bonds, such as trust and commitment among the functional areas. Originality/value -The novelty of the research lies in the use of the relationship marketing approach to investigate industrial intra-functional relationships and their influence on a new product performance. Furthermore, the inclusion of dependence as a possible moderator of that influence represents an added value of the study.