How can a firm ensure its survival and success in the pursuit of both radical and incremental new products? We propose that the answer to this question lies in the establishment of two important
The sharp decrease of cinema attendance and the emergence of new ways of watching movies invites to a deeper insight into the behaviour of films’ consumers. We analyse the Spanish filmgoers with a
This paper investigates the phenomena of consumer tribes by reflecting on a traditional tribal system, the New Zealand Māori, to uncover tribal structures, ways of interacting and how resources are
The rapid growth of services has arguably changed the conditions of business in terms of customer attraction and retention. Slow or rapid market growth makes markets more competitive, thus, firms are
Individuals self-enhance using brands that are associated with reference groups. The current study extends research on this phenomenon by examining the influence of consumption situations and
