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Purpose A fundamental aspect of hierarchical loyalty programs is that some consumers get rewards that others do not. Despite the widespread use of such programs, academics have long debated whether these benefits are outweighed by the potential negative impact of the differential treatment of...
Persistent link: https://www.econbiz.de/10014723576
Purpose – The main aim of this paper is to examine the role of brand reputation on the impact of value product on perceptions of a premium product from the same brand. As a secondary goal, it tests and extends existing findings from judgment tasks to a choice task. Design/methodology/approach...
Persistent link: https://www.econbiz.de/10014723680
Purpose – The purpose of this study is to investigate consumer reactions to professionals who use decision aids to make recommendations. The authors propose that people react negatively to decision aids only when they are used in place of human expert judgment. When used in combination with...
Persistent link: https://www.econbiz.de/10014724045
Purpose: This paper aims to examine how observers evaluate a company that provides service failure (or excellence) to an immoral versus a moral customer. This study introduces the concept of deservingness to the service literature and suggests that observers appreciate when a company delivers...
Persistent link: https://www.econbiz.de/10012638167
PurposeCompanies often extend brands to higher or lower quality tiers to access different market segments. However, the impact of such extensions on the brand and its subsequent offerings is not yet conclusive. While some studies found an “averaging” pattern (all models contribute equally to...
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Purpose: This paper aims to investigate consumer reactions to minority retail employees. The paper argues that despite the persistence of racism and homophobia in society, the vast majority of the population is strongly against these forms of discrimination. Because of the profound negativity...
Persistent link: https://www.econbiz.de/10012275466
Purpose: The purpose of this paper is to explore whether people’s intuitions regarding the social consequences of word of mouth (WOM) match the actual consequences. The authors investigate the expectations people have about how sharing WOM (positive or negative) will change others’...
Persistent link: https://www.econbiz.de/10012184903