Purpose – To counteract increasing competition and satisfy evolving customers’ needs, many firms are changing the positioning of their product concepts, from being product-based into service-based. Despite the increasing relevance of this shift, it is still unclear if this choice has a...

Purpose – The substitution of generic prescription medicines for branded medicines is being practiced in most westernised countries, with evidence of a strong focus on evaluating and monitoring its economic impacts. In contrast, the purpose of this paper is to explore the generic substitution...

Purpose: City image has been defined as the sum of beliefs, ideas and impressions people hold regarding a city. While abundant literature has explored city image from tourists’ perspectives, few studies have explored residents’ perceptions, and even fewer have compared city image as...

Purpose: Accommodation sharing is a major trend shaping the hospitality industry, and Airbnb is the most prominent sharing platform driving this growth. While price convenience is reported as one of the main strengths of Airbnb accommodations, only a few studies have examined price...

Purpose Previous research has shown that business-to-business (B2B) brand image has positive effects on customer loyalty. However, the results have been inconsistent because they have highlighted that B2B brand image has either direct or mediated effects on loyalty. Drawing on the framework of...

Purpose – The purpose of this paper is to verify whether gender traits of brand personality (masculinity vs femininity) are able to differentiate services brands belonging to the same service industry. Second, this paper intends to assess the validity of Grohmann's scale (that measures the...