João F. Proença

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The markets-as-networks theorists contend, either explicitly or tacitly, the significance of business relationships for the focal firm – that is, business relationships contribute somewhat to the focal firm’s survival and growth. I do not deny the possible existence of significant business relationships but sustain, in contrast to the consensus within the(More)
This article discusses motivations and inhibitions among celebrities to participate in health-related social marketing. The research identifies the implications that this involvement may have upon their lives. Results from in-depth interviews with 27 Portuguese celebrities show that they expect a fee for endorsements of commercial and government social(More)
This is a conceptual paper that discusses and presents a research project concerned with relationships and relationship marketing. The paper shows that the concept of relationship marketing is in the early stages of development, besides the huge amount of books written about the subject. We highlight that the boundaries of relationship marketing are(More)
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