Purpose – The purpose of this paper is to adopt a customer‐centric value creation perspective to provide insights into the contribution of business orientations, especially marketing orientation and innovation orientation to the creation of customer‐centric value (customer equity and brand...

Purpose – The paper aims at providing insights into how market orientation and organisational culture together contribute to brand performance, shedding light on the nexus between innovative culture and market orientation, and examining the relative importance of innovative culture over market...

Purpose – The purpose of this study is twofold: first, to assess the impact of extension innovativeness on attitude towards service line extension and the mediating role played by extension quality (in relation to the parent brand); second, to examine the effect of consumer involvement as a...

Innovation and the customer participation are central issues in research focusing on the performance of firms. However, the current literature offers little guidance on the extent of connection between firm innovation capabilities and customer participation and how they work together to enhance...

This research examines the impact of the externalenvironment on a firm's value-creating strategies and brand performance. First,a model depicting the relationships among industry environment, organizationallearning, innovation, and a firm's brand performance is used to develop aseries of...