Marketers aim to increase active participation in their brand communities on social
networking sites to achieve favorable brand outcomes. This paper is the first to analyze the …

The identification of conditions under which premium or economy private labels are more
promising from a consumer perspective is of high managerial relevance. This paper is first to …

Conventional wisdom suggests that brands should respond in an accommodative way to
consumer complaints. However, this research shows that observers of the communication …

Superstar and human brand theories predict that the strategic management of athletes as
human brands can improve their brand image and increase their market value. This article …

John, Loken, Kim, and Monga (2006) have introduced brand concept maps (BCM) as a
powerful approach to measuring brand image according to the structure of the underlying brand …

Through sponsorships, companies primarily expect to establish, strengthen, or change their
brand image. We analyze the effects of negative and positive sponsorship information on the …

While self-service technologies (SSTs) enable customers to produce services such as food
ordering, hotel check-in, and retail store checkout on their own, they involve the use of …

Visitor attractions (VAs) are very important factors in choosing a tourist destination and have
tremendous economic impact, resulting in VAs’ increasing numbers and higher competition. …

Purpose A distinct view of customer participation in services classifies the characteristics of
the participation process as experience- versus outcome-oriented, each of which affects …

Event portfolios are playing an increasingly important role in shaping and influencing city
attractiveness. With competition for talented and qualified residents on the rise, cities can use …