Storytelling can arouse consumers' emotions and affect purchasing behavior through
desires and attitudes. While the marketing literature discusses storytelling, there is a lack of …

Abstract The Consumer-Based Brand Equity (CBBE) literature has, in recent years,
introduced various CBBE models. This study aims to compare the validity of the two …

Social media has provided endless opportunities for marketers, fuelling their desire to learn
more about their consumers through this dynamic online environment. Yet many …

Purpose This paper aims to analyse the antecedents of brand love in online network-based
communities and to develop an integrative conceptual model in which social-interactive …

To sustain a company's competitive advantage, providing innovative products or services is
inevitable. Previous researches mainly focused on technology-related service innovation …

This book offers a toolkit of methods and technologies to undertake qualitative research on
digital spaces. Unlike commonly used traditional methodological strategies, which are …

Excessive consumption of meat challenges global food security and environmental
sustainability. In the mounting literature on identity as a motivator of behaviour, meat …

Purpose This editorial introduces a special issue of the Journal of Services Marketing,
dedicated to papers discussing the effect of the physical context on customer experience …

Purpose Supporting distant teams is a frequent phenomenon. Through the lens of the social
identity theory, this research aims to examine differences between local and distant fans …

Global meat consumption poses a threat to environmental sustainability and human health.
Therefore, moral and health‐related norms connected to eating meat are changing and …