Research Aims: The Freemium business model is becoming increasingly prominent in the current digital economy. In the mobile game market, total revenue from free-to-download apps is overtaking those from paid apps. The purpose of this article is to propose a taxonomy that examines and categorizes...

Purpose: Worldwide In-app Purchase (IAP) revenues reached almost US$37 billion in 2017 and doubled that in 2020. Although the revenue from IAPs exceeds those from paid apps, only 5% of total app users make any IAPs. This paper investigates why some users will not make IAPs and develop a novel...

Purpose – In less than three decades the entertainment software industry has emerged as a huge industry, with sales larger than Hollywood movie box office sales. Yet, little is known about this industry. Stereotypes about the industry may not be correct. This paper seeks to address this...

Purpose – This paper aims to examine brand innovativeness. While innovativeness has been studied at the product and firm levels, there is little research at the brand level. This paper argues for why this is needed, develops a conceptualization of consumer perceived brand innovativeness (CPBI)...

This paper is the first to examine the mediating role of relationship quality in the online context. By investigating this major tenet of customer relationship management theory in this nascent service setting, this paper clarifies the interaction between service quality and relationship...

Empirically examines important general beliefs consumers have about products and marketing. Shows results from a survey of 458 consumers about the degree of consumer endorsement for 20 key market beliefs. Discusses these results in terms of implications for managers.

The Supreme Court has made its first ruling on “trade dress”. Trade dress was defined by the Supreme Court as “...the overall image of the business”. The Court granted protection to a Mexican restaurant in Texas and barred a competitor from duplicating its total image. Summarizes the...

In a comment in a 1995 issue of the Journal of Consumer Marketing, Paul Koku criticizes an article in a 1993 issue of the Journal of Consumer Marketing, “Price signaling: does it ever work?”, by Alpert, Wilson and Elliott. In this response to Koku’s comment, it is argued that, although...

Examines the phenomenon of price signalling whereby consumer goods manufacturers attempt to signal higher quality via a higher price when objective product quality is, in fact, not demonstrably higher. Shows that higher price alone does not succeed in signalling higher quality, but that higher...