Purpose: This paper aims to extend and complement research on reference groups by suggesting that two distinct types of dissociative groups – specifically, a near versus distant dissociative group – have differential impacts on consumer choices. While prior research has examined the impact...

A survey of new product development (NPD) managers finds both a linear, positive relationship between managerial guanxi and new product speed to market and an inverted U-shaped relationship between managerial guanxi and new product innovativeness. In addition, both transaction-specific...

Purpose – This research aims to investigate effect of consumer creativity on their evaluations of brands. Consumers’ creative participation is often used by online retailers as a promotional tool nowadays. The authors propose that consumer creativity exerts a positive impact on brand...