Schema congruency theory suggests that consumers’ judgments of a sponsoring firm’s brand, such as attitudes toward the brand, are influenced by the degree of similarity or fit between the event and the brand. In short, the better the perceived fit, the more likely that the positive...

Accessing and exploiting organizational resources plays an integral role in not only a firm’s propensity to achieve a competitive advantage, but also its mere survival in a competitive environment (Ulrich & Barney, 1984). One of the most common means of resource acquisition for both large...

Standard tools for the analysis of economic problems involving uncertainty, including risk premiums, certainty equivalents and the notions of absolute and relative risk aversion, are developed without making specific assumptions on functional form beyond the basic requirements of monotonicity,...

Electronic communication media and electronic commerce have become substantial components of economic interaction. Buyers and consumers are increasingly integrated in processes of product and service specification. More and more coordination processes are conducted digitally or partly automated....