Purpose Sometimes consumers express their enthusiasm for a brand by creating brand extensions, products or services in new categories that are closely affiliated with the “parent” brand. This paper aims to examine the positive or negative impact that consumer-generated brand extensions...

Purpose Online brand communities provide a wealth of insights about how consumers perceive and talk about a brand, rather than what the firm communicates about the brand. The purpose of this paper is to understand whether the brand personality of an online brand community, rather than of the...

Mobile operators have made massive investments in spectrum and infrastructure to provide mobile broadband content services on ‘mobile Internet’. Faced with considerable uncertainty regarding market growth, technology options and regulatory policies, the introduction of broadband services...