Brand personality has often been considered from the perspective of products, corporate brands or countries, but rarely among service offerings. Moreover, there remains the consideration of how these entities are communicated online. This article explores the brand personality dimensions that...

From the seclusion of monastic life to the noise of Silicon Valley, the ancient practice of mindfulness has ‘come out of the cloister.' As an antidote to mindless cognition and behavior, the practice of mindfulness — with its principle of grounding attention in the present moment — has...

Two related trends characterize the recent past: value propositions are migrating from the physical to the informational, and value creation is shifting from firms to consumers. These two trends meet in the phenomenon of ‘consumer generated intellectual property' (CGIP). In this paper, we...

Building consumer loyalty remains a key priority but is also problematic for managers, since many loyalty improvement programs based on corporate associations investments regularly fail to deliver intended results. A possible explanation for this unpleasant situation likely relates to managers'...

This study examines how companies can better manage consumer attributions (ie, perceived company underlying motives) to corporate social responsibility (CSR) through CSR-related com-munications. Specifically, the article focuses on cause-related marketing (CRM) initiatives and investigates how...

This study examines how companies can better manage consumer attributions (i.e. perceived company underlying motives) to corporate social responsibility (CSR) through CSR-related communications. Specifically, the article focuses on cause-related marketing (CRM) initiatives and investigates how...

We propose conceptual arguments to establish relationships between market orientation and generative learning and their respective impact on exploitative innovation strategy and explorative innovation strategy. We then consider the ambidextrous association between both forms of innovation...

Purpose : The purpose of this paper is to introduce the global text project (GTP) case. The unique developments of the case provide insight of the many challenges and opportunities created within the open source movement. Design/methodology/approach : A case study was used to illustrate some of...

The existence, benefit and management of customer–salesperson relationships in the marketing of financial services are topics of increasing interest. Much of the sales and marketing literature implies that because of time spent together, salespeople and some of their customers develop close...