In many well developed economies the number of brands as well as their perceived homogeneity is increas­ing for more than two decades. As a result, more and more brands appear interchangeable to their cus­tomers. To cope with this challenge it is necessary to develop a unique brand identity...

Across different European countries, it can be observed that the same brands are often perceived differently by the consumers in the respective markets. This seems to be particularly true with regard to the assessment of the quality of the corresponding products based on the provenance of these...

Purpose: This paper aims to investigate word of mouth as a consequence and information, entertainment, social interaction and remuneration motivations as antecedents of consuming, contribution and creating behaviours as consumers’ online brand-related activities (COBRAs)....

Purpose: The purpose of this paper is to investigate the effects of explanation and compensation, as specific accommodative management responses to negative online customer reviews, on potential customers. Design/methodology/approach: The scenario-based online experiment with 306 participants...

Location-Based Advertising (LBA) is an innovative advertising channel to deliver highly personalized advertising messages. Based on an empirical study the negative effect of privacy concerns on the intention to use LBA is considerably weaker than the positive effect of advertising value.

Purpose: This study aims to investigate the influence of advertising value and privacy concerns on consumers’ intention to use location-based advertising. It also explores if brand trust toward location-based advertising providers and consumers’ privacy self-efficacy reduce privacy...