Turning brand credibility into positive word-of-mouth
References
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Alexandrov, A.,...
Value synergy and value asymmetry in relationship marketing programs
Abstract
Prior research advocates a positive, linear association between relationship investments and relationship performance. Our study challenges this conventional wisdom and advances the extant literature...
Introduction to the special issue: Harnessing the power of brand and co-created innovation
Claims that brand and innovation management are strongly interrelated are not new. Branding is critical to the success of an innovation (e.g. HP’s “Invent”,...
In pursuit of service productivity and customer satisfaction: the role of resource
Jenny (Jiyeon) Lee, Paul G. Patterson and Liem Viet Ngo
School of Marketing, University of New South Wales, Sydney, Australia
Abstract
Purpose – In today’s global marketplace,...
Perceptions of others, mindfulness, and brand experience
Abstract
This study examines how the presence of other customers in a retail service environment influences an individual’s service brand experience (SBE). Previous research indicates...
Outcome versus process value in service delivery
Purpose
This study is embedded in social exchange and transaction cost theories. The purpose of this paper is to compare the relative importance of process...
Cross-modal Interactions between Color and Texture of Food
ABSTRACT
Color has a profound influence on human perception. Not only does it cause changes in physiological or emotional states, it can shape what is...
Marketing resource-capability complementarity and firm performance in B2B firms
Purpose
This study aims to examine how market orientation (MO), marketing resources and marketing resource deployment are related and impact business-to-business (B2B) firm- and customer-level...
