The customer value proposition (CVP) has a critical role in communicating how a company
aims to provide value to customers. Managers and scholars increasingly use CVP …

Reasoning is generally seen as a means to improve knowledge and make better decisions.
However, much evidence shows that reasoning often leads to epistemic distortions and poor …

Purpose Brand love is associated with consumer behaviours that are key for organisational
performance. However, research on the antecedents of brand love is sparse. The current …

Designed for advanced MBA and doctoral courses in Consumer Behavior and Customer
Satisfaction, this is the definitive text on the meaning, causes, and consequences of …

Social media offers a myriad of opportunities for entrepreneurial marketing strategies that
leverage the power of communities, especially when they are combined with traditional …

Experience is a new and exciting concept marketing academia and practice. This
monograph reviews the various meanings of experience as the term is used in philosophy …

Purpose–This chapter provides a critical review of the emerging field of consumer
experience and experiential marketing. Design/methodology/approach–We review …

Recycling campaigns abound, but do consumers think about what becomes of those
recyclables? This research proposes that product transformation salience (thinking about …

Branding has emerged as a top management priority in the last decade due to the growing
realization that brands are one of the most valuable intangible assets that firms have. Driven …

Brands play an important role in consumers' daily life and can represent a big asset for
companies owning them. Owing to the very close relationship between brands and …