Powerful brands create meaningful images in the minds of customers (Keller, 1993). A strong brand image and reputation enhances differentiation and has a positive influence on buying behaviour (Gordon et al., 1993; McEnally and de Chernatony, 1999). While the power of branding is widely acknowledged...

Purpose – In less than three decades the entertainment software industry has emerged as a huge industry, with sales larger than Hollywood movie box office sales. Yet, little is known about this industry. Stereotypes about the industry may not be correct. This paper seeks to address this...

It has been recognised that brands play a role in industrial markets, but to date a comprehensive model of business-to-business (B2B) branding does not exist, nor has there been an empirical study of the applicability of a full brand equity model in a B2B context. This paper is the first to...

This paper is the first to examine the mediating role of relationship quality in the online context. By investigating this major tenet of customer relationship management theory in this nascent service setting, this paper clarifies the interaction between service quality and relationship...

<title>ABSTRACT</title> Understanding what consumers expect from a service provider prior to consumption is necessary for marketers because expectations provide a standard of comparison against which consumers judge the performance of that service provider. This study is an in-depth investigation into...

With formal trade barriers in Japan virtually eliminated, attention has turned to the structural or non-tariff barriers that might help explain persistent trade deficits with Japan that the US and many other countries have experienced. In this study, the first empirical examination of its kind,...