Although brand theorists suggest that what a person knows about a company (ie, corporate
associations) can influence perceptions of the company's products, little systematic research …

Work on social entrepreneurship constitutes a field of study that intersects a number of
domains, including entrepreneurial studies, social innovation, and nonprofit management. …

Executive Overview We examine the current state of the social entrepreneurship literature,
asking what is unique about social entrepreneurship and what avenues create opportunities …

This paper captures the thoughts of an international consortium of researchers who study
marketing- related phenomena related to the managerial choices and actions involved in …

Many scholars across various academic disciplines are investigating the following questions:
What do individuals know or believe about an organization? How does a focal …

Empirical studies investigating the antecedents of positive word of mouth (WOM) typically
focus on the direct effects of consumers’ satisfaction and dissatisfaction with previous …

A growing number of brands are becoming associated with a portfolio of different product
categories. Although concerns have been raised that adding products to a brand may weaken it…

This study assesses a number of different measures of consumer expertise by examining
their ability to predict correct choices in three stimulus-based choice tasks and to support a …

In this paper, we move beyond the typical focus on the role of individuals in leading social
change to examine “collective social entrepreneurship”, the role multiple actors collaboratively …

Improving marketing decision making requires a better understanding of the factors that
influence how managers interpret and respond to a market situation. Building on extant literature…