In today’s competitive environment in which retailers operate, store equity is seen as a key differentiating factor. However, to date there is little research on the dimensionality of the store
We investigate the impact of additional product information generated by the use of mobile apps on purchase decisions. We propose that additional product information provided by mobile apps
The range of Internet-enabled devices that shoppers use to search for product information or to purchase online expands. Based on the findings of a first qualitative study, we provide an overview of
This research examines underdog brand biographies— narratives on brands’ passion and determination leading to success despite the lack of resources (Paharia et al., 2011)—and shows positive
With brand consistent employee behavior like brand citizenship behavior (BCB) being the coveted outcome of internal brand management (IBM) mostly affective antecedents like brand commitment and brand
