This article provides a new, C-OAR-SE-based, contrastive measure that distinguishes “brand love” from “brand liking.” The new measure is tested in an empirical study conducted among German university students about brands of products that they buy in four diverse product categories. From...

This article presents six new principles emerging from four decades of academic and industry research on the generation of high-quality creative ideas by “brainstormingâ€. The principles are: (a) brainstorming insructions are essential and should emphasize, paradoxically, number and not...

In a recent article in this Journal, S. Vargo, the service-dominant logic theorist, makes the unarguable claim that "What is needed is a <i>true science of service</i> (Vargo and Akaka, <i>Service Science</i>, 2009, p. 39, emphasis in original). To constitute a true science of service, services research must...

This study validates Rossiter and Percy's (1987) hook theory of presenter characteristics, for celebrity presenters. Firstly, by employing a product-alone control group, the study demonstrates that some celebrity-product pairings have a good fit and can persuade whereas others have no effect or...