...Lifeng Yang; Melissa D. Cinelli; Duane T. Wegener Purpose This paper aims to examine consumers’ reactions to competitive benchmarking. The roles of consumer–brand identification and perceptions of brand dilution are explored. Design/methodology/approach Five experiments test whether brand...

...' structural capital, in the form of their internal social media use with colleagues and their external use with customers, affects customer service performance via the development of cognitive capital (role and customer knowledge assimilation) and relational capital (organizational and customer identification...

... of the findings. Future research should be conducted in other country settings to test the relationships identified in the present study. Also, future research may build on the study’s findings by investigating the attitudinal and behavioural consequences of brand identification in the higher education context...

... to sponsor identification in a manner consistent with the intensity of the processing principle according to which arousal polarizes attention resources on the arousing stimulus (the event) while diverting resources away from the peripheral stimuli (the sponsors). In addition, because the event congruent...

... congruence). Findings – Ambush strategies' impacts differ widely. The Broadcast strategy is the most harmful to the identification of the actual sponsor; the Event strategy favors the identification of the pseudo-sponsor as the sponsor, while the Promotion strategy is both harmful to the actual sponsor...