How funny was that? Uncovering humor mechanisms
AbstractPurpose - Humor mechanisms influencing consumer behaviors seem relatively under-researched. In consequence the effectiveness of humorous appeals is often questioned and research has yet to...
View ArticleDoes channel decentralization lead to low quality product lines?
AbstractPurpose - This study analyzes the problem of optimal product line design in marketing channels.Design/methodology/approach - This paper develops a game theoretic model, in which a firm markets...
View ArticleStore image influences in consumers’ perceptions of store brands: the...
AbstractPurpose - This study develops and tests a conceptual model of the moderating effect of customers’ value consciousness on the relationship of store image with four dimensions of the perceived...
View ArticleThe mediating impact of stickiness and loyalty on word-of-mouth promotion of...
AbstractPurpose - The role of Word-of-Mouth (WOM) in influencing consumer behaviour is documented in literature. However, despite its growing importance, research on the antecedents of WOM in the...
View ArticleStanding out from the crowd – niche product choice as a form of conspicuous...
AbstractPurpose - Consumers increasingly seek products that differ from the mainstream and companies regard niche markets as a promising opportunity beyond saturated mass markets. This paper aims to...
View ArticleRethinking brand architecture: a study on industry, company- and...
AbstractPurpose - This study aims to compare academic prescriptive models on how to choose a branding strategy on the continuum from a "branded house" to a "house of brands" with real-life branding...
View ArticleChief Marketing Officer’s equity incentives: economic determinants and...
AbstractPurpose - The paper aims at investigating the economic determinants and the effects on firm value of the Chief Marketing Officer’s (CMO) equity incentives. Design/methodology/approach - The...
View ArticleMultichannel advertising: does print advertising affect search engine...
AbstractPurpose - The study contributes to our understanding of search engine advertising in two main ways. Firstly, we analyze the comparative effectiveness of its campaign parameters. Secondly, we...
View ArticleThe effect of customer information during new product development on profits...
AbstractPurpose - This study investigates how customer information obtained at different phases of a new product development (NPD) process influences profits from new offerings....
View ArticleThe intertwined relationships of power, justice, and dependence
AbstractPurpose - Drawing from exchange theory, this study examines how the intertwined relationships between power, justice, and relative dependence influence relationship performance in buyer-seller...
View ArticleThe franchise relationship in China: agency and institutional theory...
AbstractPurpose - Explores the franchise relationship in China, focusing on the relational constructs of power, control, support and conflict in this developing franchise environment. Agency theory has...
View ArticleThe interplay of products from the same product line: the role of brand...
AbstractPurpose - The main goal of this paper is to examine the role of brand reputation on the impact of value product on perceptions of a premium product from the same brand. As secondary goal, it...
View ArticlePromoting boundary spanning behavior among service personnel
AbstractPurpose - The model proposed in this research helps to explain how person-organization fit and competitive intensity, conceptualized as a job resource and a job demand, respectively, ultimately...
View ArticleUser-generated content behaviour of the dissatisfied service customer
AbstractPurpose - This study focuses on the motivation of service customers to create user-generated content (UGC) after a negative service experience. In examining this relationship, the moderating...
View ArticleAcculturation and consumer loyalty among immigrants: a cross-national study
AbstractPurpose - The purpose of this paper is to examine the effect of acculturation on immigrant consumers’ loyalty. We posit that the acculturation orientation of immigrants determines their...
View ArticleThe bigger society: considering lived consumption experiences in managing...
AbstractPurpose - This paper argues that the limited success in addressing rising rates of obesity is underscored by health promotion practices and policies’ failure to consider the instrumental and...
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