This article presents the results of a meta-analysis of empirical findings associated with the relationship between objective knowledge (OK; i.e., accurate stored information that consumers possess) and subjective knowledge (SK; i.e., consumers' perceptions of their own knowledge). Results of...

Purpose: The purpose of this paper is to empirically test some of the consumer engagement frameworks that have been previously proposed in marketing literature. Design/methodology/approach: Data were gathered via surveys distributed to members of a health club in the USA. Results were analyzed...

While the expanding body of attribute framing literature provides keen insights into individual judgments and evaluations, a lack of theoretical perspective inhibits scholars from more fully extending research foci beyond a relatively straightforward examination of message content. The current...

The most prevalent form of training call center agents is via classroom instruction coupled with role-plays. Role-play training has a theoretical base in behavior modeling that entails observation, practice, and feedback. Emerging simulation-based technologies offer enhancements to behavior...

This chapter examines the role of team processes in predicting overall effectiveness for multidisciplinary teams charged with commercializing new technologies. Theory suggests that both social- and task-related processes are essential in order for diverse teams to achieve their full potential....

This chapter provides an overview of the marketing strategy development process in the commercialization of breakthrough technologies. Important concepts and elements that are considered critical when developing market applications are presented with emphasis on three key decisions: target...