Purpose – The importance of branding in industrial contexts has increased, yet a comprehensive model of business-to-business (B2B) branding does not exist, nor has there been a thorough empirical study of the applicability of a full brand equity model in a B2B context. This paper aims to...

It has been recognised that brands play a role in industrial markets, but to date a comprehensive model of business-to-business (B2B) branding does not exist, nor has there been an empirical study of the applicability of a full brand equity model in a B2B context. This paper is the first to...

Powerful brands create meaningful images in the minds of customers (Keller, 1993). A strong brand image and reputation enhances differentiation and has a positive influence on buying behaviour (Gordon et al., 1993; McEnally and de Chernatony, 1999). While the power of branding is widely acknowledged...

Purpose: The purpose of this paper is twofold: first, to extend transformative service and social marketing practitioners’ and academics’ understanding of how gamification and serious m-games are designed, and second, to model the effects of game design elements on key transformative...

Abstract: Purpose – The purpose of this paper is to provide guidance within the reference price literature by investigating which is the best measure of reference price for the, as yet, unstudied context of new product categories. The paper also intends to examine another reference price issue...

Prior research has suggested that the brand consumers believe is the market leader or market pioneer can earn positive feedback for these achievements. The key question is how do consumers form these beliefs? This research examines the sources of information and cognitive processes that...

Purpose – This paper aims to bring together and evaluate the reasons that have historically been advanced to justify the heavy emphasis on innovative consumers within the general context of the adoption of products and services, and to assess the strategic benefits to be gained from targeting...

Purpose – The purpose of this paper is to provide guidance within the reference price literature by investigating which is the best measure of reference price for the, as yet, unstudied context of new product categories. The paper also intends to examine another reference price issue for the...