The purpose of this study is to examine how, when a self-service innovation fails, customers evaluate different levels of brand equity and how the brand equity effect is moderated by consumer attribution and service recovery. Based on two experimental studies, the results indicate that...

This study examines the relationship between five virtual experiential marketing (VEM) elements (sense, interaction, pleasure, flow, community relationship) and customer browse and purchase intentions and loyalty and the moderating effects between the VEM elements and customer intentions. To...

Consumer practices of purchasing goods and services through multiple channels versus a single channel have become common and reflect a change in purchase behaviours. This study identifies six dimensions of the multi-channel store image and proposes that they have positive effects on purchase...

The main aim of this paper is to investigate the effect of co-production practices with customers on service innovation. Specifically, we sought to determine whether dynamic capabilities (the specific abilities a company has to shape, reshape, configure, and reconfigure idiosyncratic assets to...