Physical products (eg, cars, smartphones) increasingly evolve into dynamic service
platforms that allow for customization through fee-based activation of restricted add-on …

The convergent product is an increasingly important phenomenon in the marketplace. The
convergent product allows the developer to include more and more diverse functionalities …

Dynamic imagery (eg, frozen motion images) is widely used in high-imagery ads to enhance
consumer engagement. However, little is known as to whether and how product …

Purpose The purpose of this paper is to examine how consumers' willingness to buy is
influenced by two essential design elements: form and functional design. Form design refers …

Referral reward programs (RRPs) are a cost-effective means for companies to acquire new
customers, and they have therefore been adopted by diverse businesses. This research …

This paper analyses retailer brand equity on the basis of two variables that are particularly
relevant in marketing: the perception of value, because of its renewed interest for retailing …

Purpose This paper aims to explore the relationship between brand functionality and
consumer-based brand equity. Design/methodology/approach A mixed-methods approach …

Value remains a prominently studied concept in marketing with the personal shopping value
(PSV) scale by Babin et al., being one of the most applied tools to assess the value in any …

Purpose Integrating new technological attributes into existing products is a common way to
innovate and is supposed to meet consumers' functional needs. This paper aims to …

Convergence in the electronics sector has allowed the addition of new functionalities to
products (eg, mobile television to a cell phone). It is proposed that the goal congruence of …