Purpose: This paper aims to extend the understanding of how global brands can positively influence brand trust by introducing two new mediating variables – brand affect and brand innovativeness, and testing the moderating role of consumer ethnocentrism in these relationships....

Purpose: This paper aims to explore the complex relationships between knowledge strategies (i.e. exploration and exploitation) and the performance of manufacturing SMEs by testing the mediating role of customer relationship management capabilities, which are defined as a firm’s level of...

Purpose: The purpose of this paper is to examine the environment-strategy-structure fit in the context of industrial servitization and its impact on the profitability of manufacturing SMEs. Design/methodology/approach: Data were collected from face-to-face interviews with the CEOs of 184 French...

This paper's objective is to stress the interest for both innovators and designers of a marketing concept that has been widely explored since the early 80's in the fields of customer behaviour and brand management. Indeed, the concept of hedonic perceived value, as defined by Holbrook and...

The research proposes a methodology allowing both the construction of a brand personality scale and the test of the ability of the scale to predict brand choice. A brand personality scale is developed and tested via exploratory and confirmatory analyses. A brand personality structure composed of...