The prime objective of our study is to assess whether consumer segments based on relational aspects, service aspects, or price aspects have different preferences concerning these three key decision making variables when buying a car. In addition, we assessed consumer segments resulting from...

Assesses whether consumer segments based on relational aspects, service aspects, or price aspects have different preferences concerning these three key decision‐making variables when buying a car. In addition, assesses consumer segments resulting from simultaneously incorporating...

Decision-making effectiveness has been associated with how well managers adapt their cognitive style to task requirements. In this paper, theories regarding decision-making under uncertainty and the use of judgment and intuition are reviewed and integrated. Cognitive Continuum Theory (CCT),...

This study is a critical reassessment and extension of De Wulf, Odekerken-Schröder, and Iacobucci’s (2001) framework investigating retail investments in consumer relationships. Their initial model relates four types of relationship marketing efforts to perceived relationship investment, in...

Despite the extant literature on customer loyalty, it is recognized that the psychological processes behind commitment and customer loyalty are still ill understood. Therefore, the primary objective of this study is to assess the impact of three psychological antecedents (position involvement,...

Purpose – Brand communities may manifest the ultimate degree of connectedness between a consumer and a brand. Research typically approaches such communities as collections of highly homogenous members but generally fails to recognize them as individual persons with their own idiosyncratic...

Brand Personality is one of the core dimensions of brand equity. Brand personality refers to the emotional side of a brand image. It is created by all experiences of consumers with a brand, but advertising plays a dominant role in personality creation. In this paper we explore the mechanism that...