Positioning – a literature review | Emerald Insight Books and journals Case studies Expert
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There is increasing recognition among scholars that entrepreneurs use framing to legitimize
their ventures and the broader fields within which they operate. Yet, there is no unifying …

Efforts to measure customer experiences (CX) in multifaceted, omnichannel, retail contexts
are crucial but lacking research guidance. Prior service quality literature has established …

Consumers can engage with brands online in a variety of ways, ranging from playing a
branded game to writing a review or viewing branded content. This work presents a …

This research examines automatic behavioral effects of priming brands that are
anthropomorphized. It posits that anthropomorphized brands trigger people's goals for a …

The author presents a conceptual model of brand equity from the perspective of the
individual consumer. Customer-based brand equity is defined as the differential effect of …

Purpose–The purpose of this paper is to draw on social dilemma theory and reference group
theory to explain the attitude‐behavior inconsistency in environmental consumerism. This …

Environmental concerns have begun to reshape the landscape in which global
organizations compete. The demands and influences of the environmental movement are …

The key premise underlying this work is that when consumers form relationships with brands
they use norms of interpersonal relationships as a guide in their brand assessments. Two …

Product design has been recognized as an opportunity for differential advantage in the
market place. The appearance of a product influences consumer product choice in several …