Purpose: The purpose of this study is to investigate the relationships between two types of open innovation (OI) strategies (OI breadth and depth) and innovation performance of small- and medium-sized enterprises (SMEs) in China. The study examines how firms’ absorptive capacity and...

Purpose: This paper aims to investigate how relative contractual and relational governances impact seller’s value appropriation via buyer’s trust, perceived justice and opportunism in the context of industrial buyer–seller relationships. Design/methodology/approach: Survey data from 232...

Purpose: This study aims to investigate how business-to-business (B2B) companies use message strategies on social media platform and how these strategies are effective in improving customer perceived value and encouraging customer engagement, as well as how B2B companies differ from...

Purpose: This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment to inspect the effects of the endorsers and product types on consumers’ engagement in BRM through...

Purpose: Extant literature holds contradictory views about the brand love’s moderation effect in the link between brand failure and consumer’s retaliation. This paper aims to first examine how failure severity correlates with negative emotions and how negative emotions lead to retaliation...

Purpose: There is growing interest among marketers in advertising and promoting their brands by adopting an online celebrity endorsement strategy. However, how online celebrities build their own brand equity and how online celebrity brand equity impacts fans’ purchase behavior have not been...