Purpose – The purpose of this paper is to present the concept of consumers' erroneous affective self‐forecasts, and discuss the implications of such forecasts for consumer purchasing behaviour and marketing planning. Design/methodology/approach – First, the literature on inaction inertia...

What is the difference between brand equity and customer equity? Does the distinction matter? Is there a difference between the firm's brand asset and customer asset? What are the implications of taking a brand perspective versus a customer perspective when designing and implementing marketing...