Marketing
Self-Categorization, Community Affective Commitment, And Community Self-Esteem In Virtual Brand
Drawing on social identity theory, this study develops a conceptual model of building brand commitment in virtual brand communities (VBCs). This research distinguishes between cognitive, affective, Read More »
Engagement: A Key Bridging Concept Facilitating Scholarly Understanding Of The Service-Dominant
The service-dominant (S-D) logic provides an intergrative perspective of markets and marketing which is a precursor for a general theory. However due to its general and abstract nature the language Read More »
Author: Roderick Brodie, Linda Hollebeek, Sandra Smith
Contributor: eb™ Research Team
Conceptualizing The Dynamic And Iterative Nature Of Customer Engagement
Along with the perspective shift in marketing theory towards a Service-Dominant (S-D) logic and the change in consumer behavior, due to new media, the Customer Engagement (CE) concept is gaining Read More »
Author: Julia Fehrer, Herbert Woratschek, Claas Christian Germelmann
Contributor: eb™ Research Team
Consumer Co-Creation As An Experience: What Are The Dimensions At Stake In An Ideation Challenge?
Co-creation in innovation processes/projects is now a widespread phenomenon. It aims at ending-up with more valuable ideas, and enhancing market acceptance, As a consequence, ideation platforms such Read More »
Author: Virginie De Barnier, Stephane Salgado, Anne Marie Guerin
Contributor: eb™ Research Team
Incumbent Advertising Response To Market Entry: Exploring The Effect Of Switching Costs In The
Growing overall competition, derived from both regulatory and structural changes, has promoted the study of incumbent reaction to market entry. Recently, the rise in low cost entry sector wide, has Read More »
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