Despite considerable interest in the nature and role of marketing using a service perspective [Vargo S., Lusch R. Evolving to a new dominant logic for marketing. J Mark 2004; 68 (1): 1-17] there is limited research about branding. Research to date tends to be qualitative [e.g., Berry L. Cultivating...

Despite the extensive use of the term “engagement” in the context of brand communities, the theoretical meaning and foundations underlying this term remain underexplored in the literature to-date. Drawing on a literature review, this study adopts netnographic methodology to explore the...

This brief commentary on the paper Designing Research with In-built Differentiated Replication expands on concerns about a lack of replication research by focusing on three key questions of continuous importance: Why should researchers conduct more replication research? Why do so few researchers...

This article reviews experimental evidence on the effects of policies intended to promote behavior by firms that is more socially responsible and less socially irresponsible. Corporate social responsibility (CSR) can provide firms with opportunities for profit, but changes are likely to increase...

This paper summarizes the key conditions under which the index method is valuable for forecasting and describes the procedures one should use when developing index models. The paper also addresses the specific concern of selecting inferior candidates when using the bio-index as a nomination...

This study uses 59 biographical variables to create a "bio-index" for forecasting U.S. presidential elections. The bio-index method counts the number of variables for which each candidate rates favorably, and the forecast is that the candidate with the highest score would win the popular vote....