The Moderating Role Of Loyalty And Satisfaction On The Effectiveness Of Altruistic And Egoistic
The purpose of this paper is to identify motivation underlying voluntary payments in anonymous pay what you want settings on the internet. Considering Batson’s theoretical framework of altruistic Read More »
Chair: Pay-What-you-Want – A Field Experiment On Anonymity And Reference Price Cues
Pay-what-you-want (PwYw) is an empirically underresearched pricing method in which consumers have full control over the price they pay. The social norms of perceived anonymity of the payment and Read More »
Understanding Pay-what-you-want Pricing: The Impact Of Situational, Cognitive And Emotional Factors
Pay-what-You-want is a participative pricing mechanism that has gained increased interest from practice and academia. while previous research focused on situational factors and neglected cognitive Read More »
The Brand Management System: Scale Development, Reliability And Validation Across Five Business
Brand management contributions to performance are regularly questioned by CEOs. A few studies tried to assess the impact of brand management systems (BMSs) upon brand performance while there are Read More »
Brand Identity Management Effects On Employees’ Attitudes And Behaviours
It is widely recognised that employees play a crucial role in services brand management. To date, empirical studies testing the relevance of brand identity management from the employees’ Read More »
Author: Isabel Buil Carrasco, Leslie De Chernatony, Eva Martínez
Contributor: eb™ Research Team
Exploring The Relevance Of Brand Identity Within A Context Of Co-Creation
The co-creation perspective has led to the apparent convergence of the notions of brand and brand identity (BI), both increasingly conceptualized as process-based and consumer-driven. Such a Read More »
Author: Catherine Da Silveira, Cláudia Simões, Carmen Lages, Sally Dibb
Contributor: eb™ Research Team
How Do Brand Managers Conceptualise Brands As Complex Phenomena?
The purpose of this research is to investigate how brand managers conceptualise brands as complex phenomena based on in-depth interviews with 20 brand managers across a range of industries and types 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
Applying Goal Theory To Understand Ongoing Engagement In Time Banks
Despite the increased membership in time banks, engagement of members is poor: few members conduct transactions and many remain inactive. Based on an online questionnaire, this paper identifies the Read More »
Author: Eleni Papaoikonomou, Carmen Valor, Carlos Martínez de Ibarreta
Contributor: eb™ Research Team