... The contingencies was explored by conducting a comparative case analyses with rich qualitative data extracted and interpreted from four case companies. Findings First, the construct contingency is examined by refining knowledge heterogeneity into three dimensions: domain, process, and context heterogeneity...

...Marja Flory and Eduard Bonet; Anne Rindell; Oriol Iglesias Purpose – The purpose of this paper is to further understanding of the roles that time and context play in consumers’ evolving brand image construction processes over time. Design/methodology/approach – This exploratory, qualitative...