This research emically documents consumers’ experience of the end of a favorite television series. Anchored in the domain of evolving narrative brands, of which TV series are an archetypal example, this work draws from narrative theory, brand relationship theory, and basic research on...

Marketing is evolving into true participatory conversations. Once-tidy, controlled marketing communications with distinct, identifiable corporate spokespeople are giving way to a messy tangle of market-based communications consisting of multiple authors including customers, competitors,...

This research explores the grassroots brand community centered on the Apple Newton, a product that was abandoned by the marketer. Supernatural, religious, and magical motifs are common in the narratives of the Newton community, including the miraculous performance and survival of the brand, as...

Purpose – The purpose of this paper is to explore the social and cultural aspects of the context that frames service exchange to better understand how value and experience are evaluated. Design/methodology/approach – The authors apply a conceptual approach to develop and propose a framework...