The meanings of brand and branding have been evolving over the past several decades. This evolution is converging on a new conceptual logic, which views brand in terms of collaborative, value co-creation activities of firms and all of their stakeholders and brand value in terms of the stakeholders’ collectively perceived value-in-use. The authors argue that this new logic parallels and reflects...

severity of rivalry in markets and importance of customer’s maintenance for organization enforced them to gain toward creation, keeping and promotion the relationship with customers and according to scholars’ findings; relationship marketing is one of the best ways. the conceptual model which is used in this paper, aims to investigate the effects of relationship marketing value dimensions such ...

Under increased scrutiny from top management and shareholders, marketing managers feel the need to measure and communicate the impact of their actions on shareholder returns. In particular, how do customer value creation (through product innovation) and customer value communication (through marketing investments) affect stock returns? This paper examines conceptually and empirically how product...

Under increased scrutiny from top management and shareholders, marketing managers feel the need to measure and communicate the impact of their actions on shareholder returns. In particular, how do customer value creation (through product innovation) and customer value communication (through marketing investments) affect stock returns? This article examines, conceptually and empirically, how pro...

in today's competitive environment, branding is considered as a mechanism to help businesses in order to achieve competitive advantages. due to perceived service quality, business image and customer trust, branding, as an important concept in the sports marketing, is created for organizations. the aim of this study was to investigate the relationship between perceived service quality and c...

The interest in the concept of “interactivity” has increased as we are entering an “always-on” society where people can interact anytime and anywhere. Despite the importance of interactivity in Mobile Commerce (MC) environment, this topic has been given little attention in the academic literature. This paper identified the components of interactivity and investigated the impact of perceptions o...

While the importance of customer loyalty has been recognized in marketing literature for at least three decades, the development and empirical validation of a customer loyalty model in a mobile commerce (m-commerce) context had not been addressed. The purpose of our study was to develop and validate such a customer loyalty model. Based on IS and marketing literature, a comprehensive set of cons...

This paper aims to: 1) identify gender differences in perception and evaluation of retail agglomerations and 2) discuss the implications of these differences for marketing and management. Based on a conceptual model we surveyed 2,151 agglomeration shoppers using interviewer-administered questionnaires. Structural equation modelling revealed that: accessibility, parking and infrastructure are pe...

The brand clutter in many product categories and increasing numbers of 5 similar products, some of which are deliberate look-alikes, make it more difficult for consumers to distinguish between brands, which can lead to more mistaken 10 and misinformed purchases. Moreover, increasing brand similarity is likely to influence important consumer outcomes. To examine this phenomenon, a perceived prod...

Drawing on environmental determinism and environmental management perspectives, this study examines the roles of strategy in the relationship between environment and performance in new ventures. With data from 184 ventures in China’s high technology industries, I found that new venture strategies play differential roles in dealing with different environmental dimensions to affect performance. I...