Building consumer loyalty remains a key priority but is also problematic for managers, since many loyalty improvement programs based on corporate associations investments regularly fail to deliver intended results. A possible explanation for this unpleasant situation likely relates to managers'...

Customer data offers monetization opportunities but also entails potential risks for many businesses because of customer privacy concerns. Despite the increasing importance of these trade offs, there is limited research of their impact on businesses. To address this gap, we develop a theoretical...

The commonly used “ESG” nomenclature implies that the three elements (E, S, G) are equally weighted and sum-up to give a whole, namely firms’ sustainability performance. This is problematic in that such an additive framing subjugates the importance of firms’ governance performance for...

Brands enjoy significant benefits with emersion in emotionally strong relationships. These benefits include positively biased brands perceptions, devaluation of alternatives, true brand loyalty, and positive word-of-mouth communication, among others. The present study investigates the phenomenon...