The importance of branding in industrial contexts has increased, yet a comprehensive model
of business‐to‐business (B2B) branding does not exist, nor has there been a thorough …

The authors’ study provides the first survey-based approach for examining consumer
cognitions, affect, and reported behavior toward pioneer brands. Prior consumer research on …

Purpose – Businesses today face a number of difficult challenges that make customer
engagement more important than ever. The usual way in which businesses operate makes it …

Work-integrated learning in the form of internships is increasingly important for universities
as they seek to compete for students, and seek links with industries. Yet, there is surprisingly …

The study examines the relationships between consumer trust (cognitive and affective),
perceived value (utilitarian and hedonic), and loyalty behavioral intentions (repurchase and …

How innovative is a new product to consumers? Why is it perceived to be innovative and
does perceived innovativeness affect consumer intention to adopt new products? Some …

Purpose – This paper aims to examine brand innovativeness. While innovativeness has been
studied at the product and firm levels, there is little research at the brand level. This paper …

Purpose Despite the expansion of e-learning, higher education still involves live lectures,
which students often see as “boring”. Lecture classes can be made more engaging and …

The Web Motivation Inventory (WMI) is used in internet advertising research, and is frequently
used and cited in advertising, marketing and communication literature. Investigations of …

This study examines the formation and evolution of reference price perceptions in new product
categories. It contributes to our understanding of pricing new products by integrating two …