Purpose: Development of new products is important for firm success; however, firms often struggle to identify the best ideas from multiple options. The purpose of this paper is to study how innovators and early adopters can be used for identifying the best ideas, i.e. the ideas that appeal to...

Purpose The purpose of this paper is to examine women’s reactions to celebrity endorsers holding positive and negative public images and the consequences for purchase intentions of the endorsed product. Design/methodology/approach The paper draws on the social comparison literature and applies...

Purpose – Service scholars have questioned the usefulness of the concept of tangibility/intangibility as a characteristic of services for two reasons: first, it is ambiguous and does not differentiate between services and goods; and second, because all offerings, despite their characteristics,...