Purpose – This study aims to examine the nature and the potential use of avatar-based focus groups (AFGs) (i.e. focus groups conducted in three-dimensional [3D] virtual worlds [VWs]) as compared to face-to-face and online focus groups (OFGs), motivated by the ability of VWs to stimulate the...

The relationship between self‐image and product/brand imagery remains an important area of concern in marketing research and marketing practice because of its impact on product/brand evaluation and choice; however many studies report inconclusive findings about this relationship. A conceptual...

Purpose: Service research holds that as services become more technology dominated, new service provider roles emerge. On a conceptual level, the potential impact of different roles has been discussed with regard to service provider readiness, job performance and overall experience. However, as...

Purpose – There is debate and controversy about the use of branding in sport. Often, fans show loyalty to their club that many brands could only dream of, and a key argument of previous research is that supporters do not like to think of their club in commercial terms, as a brand. However, the...

Purpose – The purpose of this paper was to examine the influence of religiously motivated boycotts, such as the one conducted in Saudi Arabia against Danish companies, on corporate brand image, customer loyalty and product judgment. Despite a growing research interest in understanding the...