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The meanings of brand and branding have been evolving over the past several decades. This evolution is converging on a new conceptual logic, which views brand in terms of collaborative, value co-creation activities of firms and all of their stakeholders and brand value in terms of the...
This research examines how consumers update their brand personality impressions and brand attitudes after interacting with one of the brand's employees. Drawing on stereotyping theory, the author develops a framework that proposes that the impact of an employee's behavior depends on how the...
The past several decades have witnessed the rapid globalization of consumption markets and widespread diffusion of information and communication technologies. However, the use of technology by consumers is not a foregone conclusion. We investigate the role of global self-identity on the...
This research investigates the moderating effect of social capital on the conflict–innovation relationship and poses the argument that social interaction amplifies the beneficial effect of task conflict and the harmful effect of relationship conflict, whereas trust suppresses these effects....
In the retail sector, consumers typically patronize multiple outlets for a variety of products, which raises the important issue of how outlets can gain a greater share of consumer expenditures. One such way is to increase repeat purchases through loyalty programs. This article examines the...
This research examines the roles of strategic ‘fit’ versus execution proficiency in creating superior performance for new products. Specifically, we compare main effects versus moderation effects models of execution proficiency within a resource-based view (RBV) framework. Four new product...
The research examines the effects of divergent and convergent creative thinking techniques on creative ideation processes. To analyze these effects an experiment is undertaken on advertising creatives, account executives, and students. Results demonstrate that divergent thinking techniques...
Despite the high practical relevance, prior research does not provide a clear picture whether the effectiveness of new product preannouncements is contingent upon order of entry and whether the message content of preannouncements for pioneering products should be different from those for...
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