<title>ABSTRACT</title> Understanding what consumers expect from a service provider prior to consumption is necessary for marketers because expectations provide a standard of comparison against which consumers judge the performance of that service provider. This study is an in-depth investigation into...

Purpose This paper aims to addresses an important gap in anthropomorphism research by examining the individual-level factors that correlate with anthropomorphic tendency. Design/methodology/approach The extant psychology, marketing and consumer psychology literature is reviewed, and eight...

Purpose – In less than three decades the entertainment software industry has emerged as a huge industry, with sales larger than Hollywood movie box office sales. Yet, little is known about this industry. Stereotypes about the industry may not be correct. This paper seeks to address this...

Pioneer advantage is derived from two sources: producer‐based advantages and consumer‐based advantages. The latter is relatively under‐researched. This research replicates and extends Alpert and Kamins’ (1995) research, which was the first to directly survey consumers. Since their...

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 argues for why this is needed, develops a conceptualization of consumer perceived brand innovativeness (CPBI)...

Purpose: This study aims to investigate marketing managers’ views on the existence and nature of the academic–practitioner gap in the branding domain. Design/methodology/approach: Using a purposive sampling method, the researchers conduct semi-structured qualitative interviews with 20...

Purpose: Worldwide In-app Purchase (IAP) revenues reached almost US$37 billion in 2017 and doubled that in 2020. Although the revenue from IAPs exceeds those from paid apps, only 5% of total app users make any IAPs. This paper investigates why some users will not make IAPs and develop a novel...

Purpose – The purpose of this paper is to provide guidance within the reference price literature by investigating which is the best measure of reference price for the, as yet, unstudied context of new product categories. The paper also intends to examine another reference price issue for the...

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 difficult to achieve high levels of consumer engagement. Perhaps the main problem with all the bits and pieces of ideas...