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 current study aims to examine the role of international entrepreneurship and innovation in small to medium‐sized enterprise (SME) internationalisation, also touching on the role of the firm size as a proxy of resources in the SME internationalisation process. The study seeks to...

Purpose – This study seeks to draw on the strategy implementation approach and the resource‐based view of the firm (RB theory) to investigate the relationships among competitive strategies (i.e. differentiation and cost‐leadership), responsive market orientation (RMO), proactive market...

Purpose: While extant research highlights the importance of both market orientation and brand orientation in brand success, it is still unclear how they actually combine to contribute to brand performance. Grounded in the theoretical perspectives of the resource-based view and dynamic...

The commercial importance of services has been realised in recent times and the importance of research to understand service brands and their meaning for consumers is a growing priority. This study focuses on consumer based perceptions of brand associations of a service brand, attitudes toward...

Purpose – This study seeks to examine the effects of three communication avenues, namely controlled communication (e.g. advertising/promotions), uncontrolled communications (word‐of‐mouth (WOM)/publicity), and brand name, on consumer service brand evaluation. Design/methodology/approach...

Purpose – The purpose of this article is to examine Chinese generation Y consumers' fashion clothing involvement effects on specific brand related consumer responses including brand status, brand attitude and willingness to pay a premium for a specific brand. Design/methodology/approach – A...

The impact of the service experience on consumers' feelings, satisfaction and service brand attitudes are of vital importance to service marketers. In an attempt to understand how consumers evaluate service performances this study seeks to explore the dimensions of the service brand that...

Purpose – The objective of this paper is to develop a conceptual model to examine the relationships among e‐service quality, consumer satisfaction, attitudes towards the web site and behavioural intentions in the context of content‐driven web sites. Design/methodology/approach – Data...

Purpose – This paper aims to address the generalizability of the services personality concept and to propose a way of operationalizing personality across service contexts, not just retail/services brands. Interpersonal services seem especially relevant for analyzing using the personality...