The term storytelling generates more than 40 million hits in a Google query. It is just one clue of the huge diffusion of the storytelling concept in many areas. Marketing is one of those domains where the notion of storytelling has been applied. However, the success of a concept brings also the...

Purpose This study investigates Singaporean millennials’ attitudes toward luxury brands. The research focuses on the financial, functional, individual, and social dimensions of luxury value perception and whether ethnicity influences these dimensions. Design/methodology/approach The research...

Purpose – To analyse the power that a virtual brand community exerts over a brand of a mass‐marketed convenience product. To draw implications about the strategy that a company can employ facing this power shift. To track emerging trends in virtual brand communities applied to convenience...

Purpose – The purpose of this paper is to contribute knowledge regarding the nature of successful and unsuccessful value co-creation processes between firms and brand communities and the strategies used to address the latter. Design/methodology/approach – The paper draws on a netnographic...

Purpose: Project marketing is the specific activity of companies selling projects-to-order. Interpersonal practice is known to be important in this type of marketing. While this interpersonal practice has been little studied, some previous research suggests that changes in the institutional...

Purpose – The “brand community” concept believes that the meaning of the brand transcends national boundaries. However, such an assumption presents challenges arising out of several reasons including co‐existence of sub‐tribes within a given brand community that allocate different...