Sandra S. Graça
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View article: Educating Global Green Consumers: The Role of Online Education and Brand Communication in Promoting Green Buying Behavior
Educating Global Green Consumers: The Role of Online Education and Brand Communication in Promoting Green Buying Behavior Open
This study first examines the influence of educational factors on a consumer’s willingness to buy green products and on building a brand’s green image. Second, it explores the effects of environmental concern and perceived consumer effecti…
View article: Educating Global Green Consumers: The Role of Online Education and Brand Communication in Promoting Green Buying Behavior
Educating Global Green Consumers: The Role of Online Education and Brand Communication in Promoting Green Buying Behavior Open
This study first examines the influence of educational factors on a consumer’s willingness to buy green products and on building a brand’s green image. Second, it explores the effects of environmental concern and perceived consumer effecti…
View article: A Global PSS Framework for Sustainable B2B Partnership
A Global PSS Framework for Sustainable B2B Partnership Open
Committed Business-to-Business (B2B) relationships are linked to sustainable business partnerships and greater profitability. As competition increases, suppliers must seek to differentiate by shifting the focus of their offerings from the …
View article: A Guanxi Perspective on Buyer-Supplier Relationships in China and Brazil
A Guanxi Perspective on Buyer-Supplier Relationships in China and Brazil Open
Purpose: This study examines the commitment-building process between buyers and suppliers from a guanxi quality perspective in two BRIC countries (China and Brazil). It explores the influence of mutual self-disclosure, supplier performance…
View article: Culture Impact on Perceptions of Communication Effectiveness
Culture Impact on Perceptions of Communication Effectiveness Open
Early research on relationship marketing highlights the role of communication in shaping trusted and committed business partnerships. Various studies validate communication as one of the strongest determinants of relationship commitment, l…