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Turning brand credibility into positive word-of-mouth

References Aaker, D.A., and E. Joachimsthaler. 2000. The brand relationship spectrum: The key to the brand architecture challenge. California Management Review 42(4): 8–23. Google Scholar 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...

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