This study compares the effects of brand extension success drivers across attitude-based and choice-behavior-based measures of extension success within the FMCG sector. Previous research considers different success measures in separate studies, focusing mainly on attitude-based measures. We...

Purpose: A distinct view of customer participation in services classifies the characteristics of the participation process as experience- versus outcome-oriented, each of which affects customer participation success uniquely for different types of services (utilitarian vs hedonic). This study...