Marketing
Franchise Fairs: A Relevant Signal In Franchise Choice
This study addresses how potential franchisees who are embarking on their first start-up venture choose which franchise chains they wish to enter into business with. Working within the framework of Read More »
Self-Categorization, Community Affective Commitment, And Community Self-Esteem In Virtual Brand
Drawing on social identity theory, this study develops a conceptual model of building brand commitment in virtual brand communities (VBCs). This research distinguishes between cognitive, affective, Read More »
Engagement: A Key Bridging Concept Facilitating Scholarly Understanding Of The Service-Dominant
The service-dominant (S-D) logic provides an intergrative perspective of markets and marketing which is a precursor for a general theory. However due to its general and abstract nature the language Read More »
Author: Roderick Brodie, Linda Hollebeek, Sandra Smith
Contributor: eb™ Research Team
Conceptualizing The Dynamic And Iterative Nature Of Customer Engagement
Along with the perspective shift in marketing theory towards a Service-Dominant (S-D) logic and the change in consumer behavior, due to new media, the Customer Engagement (CE) concept is gaining Read More »
Author: Julia Fehrer, Herbert Woratschek, Claas Christian Germelmann
Contributor: eb™ Research Team
Consumer Co-Creation As An Experience: What Are The Dimensions At Stake In An Ideation Challenge?
Co-creation in innovation processes/projects is now a widespread phenomenon. It aims at ending-up with more valuable ideas, and enhancing market acceptance, As a consequence, ideation platforms such Read More »
Author: Virginie De Barnier, Stephane Salgado, Anne Marie Guerin
Contributor: eb™ Research Team
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