Marketing managers and creatives alike believe that authenticity is an essential element for
effective advertising. However, no common understanding of authenticity in advertising …

This article provides a synthesizing overview of the past 20 yr. of consumer research
addressing the sociocultural, experiential, symbolic, and ideological aspects of …

Customer preferences and behaviours are constantly changing, thus employee adaptation
to customer demands in service providing is essential in today's modern business. This …

Customer engagement marketing—defined as a firm's deliberate effort to motivate,
empower, and measure customer contributions to marketing functions—marks a shift in …

Access-based consumption, defined as transactions that can be market mediated but where
no transfer of ownership takes place, is becoming increasingly popular, yet it is not well …

Designed for advanced MBA and doctoral courses in Consumer Behavior and Customer
Satisfaction, this is the definitive text on the meaning, causes, and consequences of …

Service organizations are increasingly managing customer experiences to promote
differentiation and customer loyalty. This article examines the design of experience-centric …

Marketing inherited a model of exchange from economics, which had a dominant logic
based on the exchange of “goods,” which usually are manufactured output. The dominant …

D irección de marketing es el libro líder en la enseñanza de marketing porque su contenido
y su organización reflejan de forma sistemática los cambios en la teoría y la práctica de esta …

Several theories of relationship marketing propose that customers vary in their relationships
with a firm on a continuum from transactional to highly relational bonds. Few empirical …