Purpose This paper aims to propose a value co-creation framework through examining the opportunities of implementing augmented reality, virtual reality and 3D printing into the visitor experience at cultural heritage places. Design/methodology/approach This study proposes the conceptual model of...

Describes the development of the Edinburgh Engineering Virtual Library (EEVL) ( http://eevl.ac.uk ) and outlines the services offered. The potential market for EEVL is discussed, and a case study of promotional activities is presented.

Purpose Research on the Internet of Things (IoT) has gained momentum in various industry contexts. However, the literature lacks broad empirical evidence on the factors that influence users' intention to adopt this cutting-edge technology, especially in the food and beverage industry (F&BI) –...

Purpose – The urgency to cope with the international economic crisis has led to efforts to identify innovative tools and frameworks that are capable of regenerating local and national economic development. The enhancement of the cultural heritage sector can be a strategic factor in improving...

Marketers in service industries face challenges similar to those in packaged and durable goods. However, the approach to these challenges is often quite different. This case study examines how a health insurance company used common market segmentation techniques to better understand member needs...

There is significant documentation of fraud and abuses of consumer privacy through telemarketing activities. This led to a proliferation of legislative efforts to protect consumer privacy rights in the USA. Two such federal laws, the Health Plan Portability and Accountability Act of 1996 and the...

Purpose – The purpose of this paper is to highlight the importance of building emotional connections between brands and consumers. Using Canada's Air Miles Reward Program as an example, the paper aims to stress the importance of using customer insight to drive branding decisions and ensure a...

Purpose – Loyalty has been widely researched and while we know the ways that consumers demonstrate their loyalty and the factors that influence loyalty, research reporting consumer and marketer views of loyalty is scant. To date there has been no attempt to compare and contrast marketer's...

Purpose – The aim of this paper is to examine the current and future outlook of smartphones and how they will transform the loyalty marketing landscape. Design/methodology/approach – The approoach takes the form of tapping big‐name companies, like Nielsen, Ogilvy and Wells Fargo, to...

Purpose – The use of aggressive media campaigns to parody a competitor is a relatively recent development. The aim of this study is to gauge the consequences of parody on attitudes towards the brand that is the victim of the parody. Design/methodology/approach – The data collection was...