Playing Isolation Doesn’t Pay Off! - A Network Theoretical Approach to Intermediary Performance
The increasing competition and the high connectivity among companies have resulted in a focus on networks, rather than on a single company. Accordingly, literature has emphasized network value as a
Read More »
06/03/2014
• #Competitiveness
Dear Brand, Please help me to Become a true-Man Out of the truman: the Role of Brand Authenticity
Although brand authenticity is gaining increasing interest in academia and managerial practice, empirical studies on its contribution to the branding literature are still limited. The authors
Read More »
06/03/2014
• #Corporate Image
What Drives Brand Attachment?
Brand attachment has been regarded as a key requisite in a brand’s success and performance. Consequently, it is important to understand on how to build stronger brand attachment. Brand
Read More »
06/03/2014
• #Corporate Social Responsibility
Self-Categorization, Community Affective Commitment, and Community Self-Esteem in Virtual Brand Communities: A Comparison Between Posters and lurkers
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 »
06/03/2014
• #Marketing
Measuring Affective Commitment to the Employer Brand
The increasing importance of the relationship between an employee and his/her employer, has, in the last two decades, fuelled the application of marketing principles to human resource management,
Read More »
06/03/2014
• #Human Resources Management
Why do Customer Attitudes towards Loyalty Programs Matter a lot?
Recent figures show that, unless rising number of enrollments, consumers become less active and engaged with their loyalty programs (LPs). Firms tend to spend more time and money in enrollment
Read More »
06/03/2014
• #Social Impact
Is Brand Loyalty Decline a Buzz-Word or an Empirical Fact? A Longitudinal Analysis of Repeat Purchase Behavior in the UK and the USA
This research examines long-term loyalty change in a wide variety of packaged good categories in the UK and USA, over time periods between six to thirteen years. The study uses φ, expressed as S,
Read More »
06/03/2014
• #Consumer Protection
Brand Love: A Unitary or Multiplex Phenomenon?
Brand love can be considered as the most intensive consumer brand relationship. It has become a hot topic in research as well as in marketing practice. Surprisingly, the fundamental question whether
Read More »
06/03/2014
• #Marketing Messaging