Research on social values has been shown to be beneficial in market segmentation. This article describes the List of Values (LOV), a methodology that may allow comparison and contrast of values. Details of the methodology and recent research using it are described, and data analysis strategies...

The growing complexity and importance of sports and event marketing has pushed scholars and practitioners to apply sophisticated marketing thinking and applications to these topics. This book deals with the professional development in the sense that sports marketing can be viewed as an...

Purpose: Increasing consumer skepticism of corporate behavior has led companies to actively manage and advertise their corporate brands. However, it remains unclear how receptive consumers across different markets are to such efforts. The purpose of this paper is to demonstrate differences and...

Purpose: The purpose of this study is to examine how brand attachment is related to brand experience. The model tests the partial mediating role of brand trust and the moderating role of age and income. Design/methodology/approach: A total of 334 participants consuming brands with an...

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 focus on brand oldness associations and their measurement. Research on brand age points to a variety of interpretations concerning perceived brand oldness and establishes the existence of multiple positive consequences such as brand credibility, trust or attachment....

Purpose: This paper aims to model and estimate how celebrity chief executive officers (CEOs) credibility (i.e. expertise, trustworthiness, attractiveness) is related to their brand image (i.e. functional, sensory/visual). This paper further examines the effects of consumer materialism on both...