Purpose – This study aims to examine the nature and the potential use of avatar-based focus groups (AFGs) (i.e. focus groups conducted in three-dimensional [3D] virtual worlds [VWs]) as compared to face-to-face and online focus groups (OFGs), motivated by the ability of VWs to stimulate the...

The relationship between self‐image and product/brand imagery remains an important area of concern in marketing research and marketing practice because of its impact on product/brand evaluation and choice; however many studies report inconclusive findings about this relationship. A conceptual...

Purpose: Service research holds that as services become more technology dominated, new service provider roles emerge. On a conceptual level, the potential impact of different roles has been discussed with regard to service provider readiness, job performance and overall experience. However, as...