Purpose – The purpose of this paper is to investigate how manufacturers' brands benefit retailers and how these benefits affect retailer evaluations of the brand. Design/methodology/approach – The researchers develop a conceptual framework, from a literature review and qualitative...

Purpose – This paper aims to argue that, traditionally, service recovery attempts have paid little attention to customer preferences. Despite attempts to recover the customer, firms generally do not know if the recovery solution is what the customer expects. Hence, the paper seeks to examine...

Purpose – Previous research demonstrates the importance of product category fit in evaluating brand alliances. However, many factors determine fit between alliance partners. For example, conclusions from brand extension research suggest that the evaluation is a question not only of product...

Purpose – Rhetorical works (schemes and tropes) can increase advertisement liking. Because liking impacts advertising effectiveness, this study aims to investigate if positive processing, brand awareness, and persuasion outcomes previously associated with rhetoric are spurious and chiefly...

Purpose – The objective of this paper is to examine the framing effects of discount presentation format in comparative price advertising in a low‐price and a high‐price product context. In particular, the authors study whether identical discounts presented in percentage and absolute terms...

Purpose – Previous literature on WOM has consistent findings on the positive and significant effect of WOM volume on product sales, but the literature on WOM valence has been mixed. In this study, the authors aim to explain the reason for the mixed effect of WOM valence on product sales by...

Purpose – This paper aims to examine the influence of corporate social performance (CSP) on the emotional attachment of consumers to firms. In contrast to past CSR studies, this research seeks to investigate the role of personality variables as moderating factors. Design/methodology/approach...

Purpose – This paper aims to contribute to the empirical validation of the relationship model as it applies to the case of major national brands positioned in the frequently purchased packaged goods markets, and propose the perceived brand relationship orientation concept as an additional...

Purpose – This observational study set out to investigate the effect of sensory description labels on consumer choice of apples in a grocery retail store. Design/methodology/approach – An independent observation study was conducted in a retail grocery store setting. A total of 1,623...

Purpose – This paper aims to present a cross‐national study that investigates changes in purchase intentions of UK versus Chinese consumers following exposure to successive e‐WOM comments in the form of positive and negative user reviews for experience versus search products....