Table of contents
Consumer dispositions toward global brands
Ankur Srivastava, M.S. BalajiDespite the increasing attention on consumers in emerging markets, there is limited research on the emerging market consumers’ evaluation of global brands. The purpose of this…
Concurrent sponsorship: implications for sponsoring brands and sponsored property
Anish Yousaf, Abhishek Mishra, Anil GuptaThe purpose of this paper is to examine the interesting dynamics of image transfer when multiple brands get together to sponsor a property, referred to as concurrent sponsorship…
Strategic orientation for failure recovery and performance behavior
Wagner Junior Ladeira, Fernando de Oliveira Santini, Janaína Raquel Andrade da Costa, Lucas Endrigo Severo RibeiroThe purpose of this paper is to analyze the moderating effect of salesperson environmental and goal orientation on the relationship between strategic orientation for failure…
Fake-love: brand love for counterfeits
Kapil Khandeparkar, Manoj MotianiRecent studies have indicated that consumers who knowingly purchase counterfeits could be in love with the brands whose counterfeits they own. Arguably, this love may not be the…
Advertising skepticism, need for cognition and consumers’ attitudes
Muhammad Mustafa Raziq, Qazi Mohammed Ahmed, Mansoor Ahmad, Saquib Yusaf, Aymen Sajjad, Salman WaheedThe purpose of this paper is to examine the relationship of advertising skepticism and need for cognition with consumers’ attitudes toward brand. There is currently limited…
What drives green brand switching behavior?
Hung-Che Wu, Chiou-Fong Wei, Li-Yu Tseng, Ching-Chan ChengThe purpose of this paper is to explore the structural relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience and…
End-customer value restructuring the financial service supply chain
Hanna Komulainen, Saila Saraniemi, Pauliina Ulkuniemi, Marianne YlilehtoThe purpose of this paper is to examine how the customer value experience conveys the restructuring of the service network in the banking industry. The banking sector has often…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss