Purpose – The purpose of this paper is to contribute to the corporate marketing literature by examining how an individual's identification with a company influences their willingness to invest in the company's shares. Design/methodology/approach – A set of hypotheses was developed, based on...

Purpose – This study aims to examine the interplay between focal and background goals in consumer financial decision-making and identify conditions that lead individuals to trade-off financial returns for background goals. Design/methodology/approach – The current research reviews the...

Purpose – This article aims to focus on product-featuring advertising targeted to stock investors – that is, ads that provide investors with impressions about the company’s products, over and above financial information. The purpose is to explicate and test the psychological mechanisms by...

Purpose – The purpose of this paper is to examine the links between individual investors' subjective evaluations of certain companies' products and brands, on one hand, and their willingness and decisions to invest in those companies' stocks, on the other. The authors aim to challenge the...

Purpose – This paper aims to offer a conceptualization of how and why corporate level strategic change may build on historical differentiation at business unit level. Design/methodology/approach – Methodologically, an historical case study of Nokia Corporation's drastic business model...

Purpose – This paper aims to investigate the role of new value creation mechanisms in a company's sales strategy. Using value creation and strategic marketing as theoretical approaches, the study explores the underpinnings of blue ocean strategy (BOS) and categorizes ways in which BOS is...

The rise of intelligent conversation agents, or chatbots, are responsible for the dramatic decrease in remote customer service agent jobs. However, chatbots in their current form, are far from infallible. We theorize that there is an inherent trade-off between a chatbot's response relevance and...