Purpose The purpose of this paper is to examine women’s reactions to celebrity endorsers holding positive and negative public images and the consequences for purchase intentions of the endorsed product. Design/methodology/approach The paper draws on the social comparison literature and applies...

Purpose: Development of new products is important for firm success; however, firms often struggle to identify the best ideas from multiple options. The purpose of this paper is to study how innovators and early adopters can be used for identifying the best ideas, i.e. the ideas that appeal to...

Purpose – The purpose of this paper is to focus on the formation of service perceptions in services that are stressful and unpleasant for customers, e.g. healthcare services. The authors set out to show that customers' happiness, here conceptualized as a stable perception of happiness one has...