Purpose – This paper seeks to address the following question: What causes firms to choose brand creation vs brand acquisition for brand portfolio expansion? Design/methodology/approach – A multilevel interdisciplinary conceptual model is developed with nine factors at three levels of...

Purpose – Prior research has identified that brands have a differential impact on consumer evaluations across various brand benefits. This paper investigates whether these effects are stable over time, or evolve in a consistent way. Design/methodology/approach – Consumer evaluations of brand...

Purpose – The purpose of this paper is to investigate whether brands impact consumer evaluations in ways other than a consistent halo and the degree to which consumers use both overall brand information along with detailed attribute-specific information to construct their evaluations....

Purpose While research on customer gratitude is gaining momentum, there is an absence of a clear conceptualization and operationalization of the construct. This paper aims to provide a grounded theory definition of customer gratitude, develops and validates a gratitude scale to fully capture the...

This study focuses on understanding the role of the retail facilities in post-disaster coping and recovery. A conceptual model integrates Social Cognitive Theory and the Conservation of Resources framework and tests relationships among perceived changes in retail facilities, financial...

This volume includes the full proceedings from the 1994 Academy of Marketing Science (AMS) Annual Conference held in Nashville, Tennessee. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behavior, international...