Purpose – Noting that a fundamental tenet of service‐dominant (S‐D) logic is the co‐creation
of value‐in‐use, this paper aims to explore the theoretical possibility that the interactions …

This research extends previous findings related to the positive influence of company credibility
on a social Cause–Brand Alliance’s (CBA) persuasion mechanism. This study analyzes …

… Ruben Chumpitaz Caceres is associate professor and head of the department of marketing
… Ruben Chumpitaz Cceres is the corresponding author and can be contacted at: r.chumpitaz…

Le but de cet article est, d'une part, d'offrir une définition conceptuelle — assortie de multiples
illustrations — de ce que sont les variables médiatrices et modératrices; et d'autre part, d'…

This study presents research conducted in France that builds (and tests) a framework for
effectiveness of pro-nutrition public service announcements targeted at children. The study …

La présente contribution tente d'apporter des éléments de réponse aux questions suivantes:
(1) que signifie concrètement l'orientation-marché (OM) pour l'entreprise?; (2) ce concept est…

El creciente interés mundial por los temas medioambientales ha suscitado inquietudes en las
empresas, en los poderes públicos y entre los investigadores dedicados a su estudio. Así, …

The Functional and Image Cause-Brand Fit Scale (Alcañiz, Cáceres, & Pérez, 2010) was
developed to measure perceived fit, which refers to the degree of similarity and compatibility …

The Corporate Social Responsibility Image Measure (Alcañiz, Cáceres, & Pérez, 2010) was
developed within the context of a study of the influence of company credibility on social …

In this study, the authors make an effort to empirically test for the first time a buying intentions
model of nostalgia and authenticity in the automotive industry. In this model, nostalgia is …