This chapter reviews research on consumer psychology with emphasis on the topics of
categorization, inferences, affect, and persuasion. The chapter reviews theory-based …

In this study, the authors integrate software engineering insights with research on service
process design and product extensions to propose the concept of service process …

Consumer socialization through peer communication using social media websites has
become an important marketing issue through the development and increasing popularity of …

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About Browse Reference Select discipline: Select subject: Select topic: Go Information For …

Given the high failure rates of brand extensions, insights into the drivers of brand extension
success are critical for marketing practitioners and scholars. Prior research has inferred that …

This study examines two types of information commonly used by group-buying sites to
induce purchasing. The first study indicates the number of people who have bought a deal (" …

The issue of fake online reviews is increasingly relevant due to the growing importance of
online reviews to consumers and the growing frequency of deceptive corporate practices. It …

How do new firms first develop reputations among their stakeholders? Past studies offer
insights on positive signals that a new firm can send, but say little about how stakeholder …

Research into brand extensions has mainly focused on consumers' extension evaluations
without considering an important financial implication: the ability of the extension product to …

This innovative work provides a state-of-the-art overview of current thinking about the
development of brand strategy. Unlike other books on branding, it approaches successful …