Is Technology Moderating the Influence of Store Equity on Behavioral Intentions? Evidence from Spanish Retailing
In today’s competitive environment in which retailers operate, store equity is seen as a key differentiating factor. However, to date there is little research on the dimensionality of the store
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06/03/2014
• #Marketing
The More the Merrier? The Effects of Additional Information Through the Use of Mobile Apps on Purchase Decisions
We investigate the impact of additional product information generated by the use of mobile apps on purchase decisions. We propose that additional product information provided by mobile apps
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06/03/2014
• #Consumer Protection
Multiplicity of Electronic Distribution Channels: a Consumer-Based Overview and Categorisation
The range of Internet-enabled devices that shoppers use to search for product information or to purchase online expands. Based on the findings of a first qualitative study, we provide an overview of
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06/03/2014
• #Marketing
Carried Away by the Underdog Brand: Source Advantages in Brand Biographies
This research examines underdog brand biographies— narratives on brands’ passion and determination leading to success despite the lack of resources (Paharia et al., 2011)—and shows positive
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06/03/2014
• #Marketing
Cognitive and Affective Antecedents of Brand Citizenship Behavior
With brand consistent employee behavior like brand citizenship behavior (BCB) being the coveted outcome of internal brand management (IBM) mostly affective antecedents like brand commitment and brand
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06/03/2014
• #Employment Standards
Three Consequential Aspects of Internal Branding: Exploratory Research
The purpose of the paper is to unify three consequential aspects of internal branding and provide research propositions by using exploratory research. Defined as a process that enables to deliver
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06/03/2014
• #Corporate Social Responsibility
Evoking Imagery Through Advertising on a Smartphone
The present research examines mental imagery elicited by advertising in the mobile medium. Using a factorial experimental design, we examine the influence of the type of message –SMS vs. MMS– and
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06/03/2014
• #Marketing
Branded Apps: Explaining the Effects of App Use on Brand Equity
The aim was to examine a) whether interacting (vs not interacting) with branded apps influences consumer’s cognitive and affective brand equity, (b) which type of branded app (i.e., informational
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06/03/2014
• #Marketing