...Bora Min Purpose This study aims to draw on the malleable nature of processing fluency to identify the role of consumer expectation in generating diverging effects of metacognitive experiences on perception of product innovativeness and product evaluation. It also examines critical boundary...

... of a base platform. In particular, the role of two distinct characteristics of accessories – innovativeness and structural nonalignability – in driving the sales of the base platform. Design/methodology/approach Combining sales data from the US video gaming industry with primary data on the above two...

... the understanding of corporate brand associations and their transfer within the firm’s brand and product portfolio. In particular, this paper also examines the concept of corporate brand innovativeness and the influence of brand architecture as supportive and restrictive boundary conditions for its transfer...