Purpose – To model the relationships between consumer need for uniqueness and attention to social comparison information with fashion opinion leadership and fashion opinion seeking. Design/methodology/approach – A total of 201 US undergraduate students were surveyed and standard scales were...

Purpose: Integrating new technological attributes into existing products is a common way to innovate and is supposed to meet consumers’ functional needs. This paper aims to demonstrate how adding such attributes also increases willingness to pay (WTP) a premium for a product by activating...

Contracts and trust are both seen as important aspects of successful collaboration between trading partners. However, the interplay between these two dimensions remains poorly understood. In this paper, we draw upon a framing-based perspective to study the influence of the nature of the...