Previous research showed that consumers as well as shareholders react negatively to product recalls. Research holds that adapting the recall communication to the recall specific setting helps to
Decreasing life span and accelerated product replacement process for technological products refer to the crucial question of product relative and psychological obsolescence, raising environmental
This study examines the effects of temporal and spatial distance in negative online brand post narratives on consumers’ evaluations of brands. Drawing on construal level theory, the authors
Consumers often engage in brand-related activities on social media, such as watching brand-related videos, joining brand communities, and writing brand blogs, thus affecting firms’ performances. In
Any value conceptualization is a good lens for conducting segmentation, but experiential approaches are especially valuable as experiential marketing highlights the intrinsically personal relativity