... a positive impact on brand trust while the perception of strategic motivations had no influence on trust in sustainable brands. Originality/value Previous studies typically examine sustainability in an organizational context or as a brand consideration factor for consumers. This research focuses...

...Pradeep Kautish; Arpita Khare; Rajesh Sharma Purpose This paper aims to examine the relationships among two distinct yet interconnected forms of value orientations, namely, terminal and instrumental values, brand consciousness and behavioral intentions. This study validated the conceptual model...

... news to create a framework through which to understand fake company slogans. Findings Employees attend to two important dimensions of slogans: whether they accurately reflect a company’s (1) values and (2) value proposition. These dimensions combine to form a typology of four ways in which...

...Gargi Bhaduri; Nancy Stanforth Purpose This paper aims to understand whether product descriptor cues related to artisanal qualities can help marketers to delineate their clothing product offerings to consumers by influencing consumers’ perceived product values and the effect (if any) of consumers...

... with extended warranties, this paper contributes to the understanding of the mechanism by which extended warranty prices are determined in the marketplace. Originality/value This is the first study to examine the determinants of extended warranty prices, as past studies have been normative and non-empirical...

... of a radical logo change. Design/methodology/approach A study was conducted with 220 students following a university logo change. Perceived congruence between the logos (old and new) and the school brand values was measured for two kinds of students, current and future (i.e. applicants). Findings...

... individuals, increasing the level of reference price results in positive effects on value perception and shopping intention. In the first study, we use adaptation‐level theory, assimilation‐contrast theory, and range theory (Volkmann, 1951) as the foundation of our research. We use these theories...