Purpose – The purpose of this paper is to investigate how the service constellation perspective affects innovation strategies and potentially contributes to the innovation literature, proposing a research agenda. Design/methodology/approach – By analyzing the notion of a service...

Purpose The understanding of the motives for consumers’ support of business underdogs is generally limited. The purpose of this paper is to help address this important research topic by conceptualizing underdog affection as a theoretical construct capturing the emotional attachment held by...

Purpose – The purpose of this paper is to develop and empirically evaluate an adoption model for technology-based services (TBS) that integrates a customer’s willingness to co-create (WCC) as mediator complementing the well-known individual differences and innovation characteristics in...

Purpose – Brand alliances take various forms, yet academic research has not investigated how value spillovers differ between partners. The purpose of this paper is to address psychological mechanisms to uncover consumers’ perceptions of a service alliance when a strong service brand partners...

Brand loyalty is investigated by examining actual past behavior and its impact on future behavioral intentions: in terms of expectation to purchase the same/another brand from the same/another retailer, as well as willingness to recommend the purchased brand and retailer from which it was...

When firms offer consumers a choice of price‐quality levels – the “good‐better‐best” choice – a challenge for managers is how to set price differentials. This article examines how consumer preferences across such price tiers are influenced by non‐price cues about quality. The...

Studies the impact of search cost and prior knowledge on consumer search at different price points in a market price distribution for telecommunications products. In an experiment it is found that buyers search differently on premium price products than they do on moderate and low price...

While there has been much debate in the reference pricing literature on the most appropriate conceptualization of internal reference price used by consumers in evaluating deals, the question of whether consumers may use different internal reference prices at different stages of the purchase...