The marketing discipline today constitutes a great paradox. The nation stands deeply
troubled. It seeks solutions to grave problems both within and without its own society …

Purpose–The purpose of this study is to develop and validate empirically a research model
that depicts the relationships between the identified key value proposition attributes of …

The present study investigates how high-technology attributes influence consumer
responses. Based on Mehrabian and Russell's Stimulus–Organism–Response (S–O–R) …

Brand and innovation management have become increasingly important priorities for firms
over the last few decades. Firms rely on strong brands and product innovations to gain …

The current literature suggests that the concept of consumer innovativeness is universally
applicable. Innovators are believed to be novelty seekers and risk takers independent of …

Choice of an appropriate branding strategy is a critical determinant of new product success.
Prior work on fast-moving-consumer-goods (FMCG) prescribes that new products carry new …

Consumer resistance is a major barrier to diffusing radical innovation into mainstream
markets. While recent studies have highlighted the influence that brands might have on …

For thirty years, marketing research has regularly integrated the idea of perceived
“congruency” in its models. A disparate literature, difficult to organize in a coherent whole …

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

The purpose of this study is to understand how to build strong branded mobile applications,
ie apps inherently displaying a brand identity. This is pursued by outlining and testing a …