Purpose: The purpose of this paper is to investigate the effects of culture, personality, and motivation on social and content value, which in turn affect brand equity in social media brand community (SMBC) setting. Design/methodology/approach: Online surveys were conducted with 595 SMBC...

Our objective is to contribute to the variety seeking behavior research by: (1) providing managerial implications for optimal product positioning; (2) proposing a method to estimate the well known Dynamic Attribute Satiation (DAS) model (McAlister 1982) on purchase data; and (3) investigating(via...

This paper proposes benevolent leadership development as a framework to incorporate principles of responsible management education to mainstream management curriculum, specifically within the context of leadership courses. This paper makes three contributions. The first is the development of a...

Although several brand equity measures were proposed in the literature, a comparative assessment of their characteristics and performances is lacking. This paper attempts to fill that gap. Combining survey data with real market data, this paper assesses two types of brand equity measures;...