This research shows that to reach their prime goal of building an efficient assortment, retailers need, beside increasing the outlet’s cost‐efficiency, to evaluate shoppers’ assortment perceptions so that what the store actually offers can be tailored to meet customers’ needs and...

Purpose: The purpose of this paper is to show that the categorization of elderly patients as vulnerable is affected by health-care service interactions with caregivers, which may increase, reduce or even negate entirely elderly patients’ vulnerable status. Design/methodology/approach: The...

This paper discusses the concept of “consumption competence” at the heart of Service-Dominant Logic and the co-creation process of value. In order to examine the issues related to this emerging concept, the research methodology was divided in two parts. In the first one, we introduced a...

Previous research on corporate social responsibility generally acknowledges that consumers develop more favourable perceptions of responsible firms. Yet few empirical works have focused on the effects of the firm's societal communication and of its characteristics on brand equity. In this paper...

Previous research works on corporate social responsibility (CSR) generally acknowledge that consumers develop more favourable perceptions of responsible firms. Yet next to nothing has been written on the effects of the firm's societal communication and its characteristics on brand equity. In...

Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance their corporate image. Yet consumers, overwhelmed by these more or less well-founded CSR claims, often have trouble identifying truly responsible firms. This confusion...

This paper aims at understanding whether firms should engage in CSR communications towards consumers, or let independent third parties do so. A generalisable sample of 275 adults participated in an experiment, manipulating third-parties credible information (positive information, negative, or...

Purpose Using Keller's (1993, 2003) brand equity framework, this paper investigates the impact of the firm's environmental communication on brand equity, and specifically its impact on brand image, through the strength and favourability of brand environmental associations....