Word of mouth is thought to help consumers make better choices. But could the way different types of consumers endorse products sometimes lead word of mouth recipients to make worse choices than they would have otherwise? Five studies, including textual analysis of almost 1,000 online reviews,...

With the rapid growth of omnichannel retailing, digitally native retailers are increasingly opening physical stores. A critical issue for many digitally native retailers is to estimate the causal effect of a new store opening on their online sales. To assess the causal effect, a randomized...

In this paper we tabulate norms of affective meaning / connotative meaning for several categories of stimuli that should interest researchers in consumer behavior, branding, website design, and more generally in marketing, language, graphic design, and psychology. All stimuli (182 logos, 68...

Innovation is rapidly becoming a central driver in the marketing strategy of many service companies, while its effects on the perceived value of a service brand have yet to be determined. The purpose of this chapter is to explore how introducing an innovation affects the perceived brand equity...

This paper introduces the online behavioral store as a tool for conducting research through e-commerce platforms. Online behavioral stores offer many possible benefits, including enhancing experimental realism, measuring actual behavior, and creating a consequential choice environment. Stores do...

The problem addressed in this study is that the impact of the customer experience on the achievement of positive customer outcomes is still unknown in Arabic restaurants. Hence, the aim of this study is to explore the effect of brand experience, as measured through sensory, emotional,...

The study attempt to explore the level of customer satisfaction in terms of physical evidence and employee interaction in comparison between earlier established banks (before the year 2008) and newly established banks (after 2008) in the northern region of Batticaloa, Sri Lanka. Results indicate...

This paper identifies the various competitive strategies being deployed by the market leaders, market challengers, market followers and market nichers of Indian hair colour industry. The paper tends to reflect the adopted strategies in powder based, cream based and henna based colourant...

Stealth marketing techniques are being driven by a growing criticism of the advertising industry, and are based on the premise that word of mouth and peer group recommendation are the most effective promotional and marketing tools.This article discusses stealth marketing methods used by...

This research makes strides toward reconciling mixed findings in the value–behavior relation by positing that values are abstract representations of ideal end states that are more likely to influence behavior when individuals think abstractly (vs. concretely) and focus on high- (vs. low-)...