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The purpose of this study is to understand how and why consumers engage in market-shaping activities on behalf of firms.

This study uses a combination of archival, netnographic and interview methods to examine how consumers responded to the entry of Tesla into the U.S. automotive market.

Consumers are driven to engage in supportive institutional work by the culturally resonant ideologies embodied in Tesla’s strategic orientation. This work takes both discursive and practical forms and sees consumers adopting responsibilities typically associated with other actors, including activists and sales professionals.

In developing an account of an understudied phenomenon – consumers’ firm-supportive market shaping – this research extends theorization around institutional work and cultural branding.

This study examined the influence of corporate governance (CG) in relation to venture capital (VC) investment on invested firm's corporate social responsibility (CSR) performance in the Chinese context. More specifically, this paper examined the mediation of the proportion of independent directors (INDD), management shareholding (MSH) and executives' political connections (POLC) in the above-mentioned relationship.

This empirical study performed multiple mediation testing and bootstrap mediation robustness test on data from Chinese A-class shares IPO companies between 2010 and 2018.

The results of direct relationship analysis showed that VC support is detrimental to firm' CSR performance, consistent with previous research studies. The indirect effect analysis showed that VC reduced firm' CSR through reduction of INDD on board and increased MSH. Conversely, VC contributed to firm's CSR through higher POLC, which confirmed the significance of the joint mediation model.

This study offers stakeholders the opportunity to develop a deeper understanding of the role of VC institutions, independent directors and executives, in terms of firm's CSR, as well as provides insights on control rights allocation and policy drafting on independent directors when considering accessing VC support.

By analyzing the mediation model of the VC–CSR relationship, this paper provides evidence to enrich the debate on the role of CG in the relation between VC and firm's CSR.

This paper aims to highlight the effect of mobile commerce (m-commerce) ubiquity on usage behavior as well as the mediator mechanism of brand trust between ubiquity and usage behavior. To extend the findings, this research also examines the moderator role of product reputation on the nexus between brand trust and usage behavior in the m-commerce context.

Given the quantitative approach, the authors gathered 1,565 valid responses from m-commerce app users. Data were analyzed in SmartPLS 4.

Ubiquity positively impacted brand trust, and the latter positively influenced m-commerce usage behavior. Brand trust also partially mediated the effect of m-commerce ubiquity on usage behavior, along with product reputation moderating the positive effect of brand trust on usage behavior.

By combining resource-based theory with signaling theory in the stimulus-organism-response (S-O-R) framework, this paper's novelty focuses on the investigation of m-commerce ubiquity, brand trust as a mediating mechanism and product reputation as a moderator in explaining usage behavior in the m-commerce context.

The primary goal of this research is to examine how corporate social responsibility (CSR) affects customer engagement (CE) and how corporate reputation (CR) serves as a mediator of this relationship.

The data for this paper were gathered from the customers who were actively engaging with the banks. A total of 445 questionnaires were circulated among the respondents, 397 were selected after removing the faulty ones, which estimates around 90% of the total questionnaire distributed. Customers were asked to record their perceptions regarding CSR, CR and CE. The data were collected from both the regions of Jammu and Kashmir simultaneously.

The findings reinforced the hypothesized associations, indicating that CR successfully and positively mediates the association between CSR and CE.

The outcomes of this study will assist top managers in the organization in understanding the significant impact of CSR and CR, as well as how they both positively impact the CE.

This research introduces a fresh dimension by exploring the influence of cognitive biases in shaping the relationship between CSR efforts, reputation-building and customer engagement. Through this innovative approach, the study establishes a more intricate and comprehensive link between theories, shedding light on the underlying mechanisms that drive these dynamics within the realm of corporate behavior and consumer perceptions.

The purpose of this paper is to explore the tension in brand management created through the rapid transformation of social media, mapping the maintenance of increasingly complex B2B relationship dynamics with key intermediaries.

In-depth interviews with 17 social media practitioners from leading fashion brands, agencies and platforms in the UK and Australia informed this study. Analysis used grounded theory, and results were interpreted through the lens of network and stakeholder theories.

Social media platforms have evolved into critical brand stakeholders, serving as gatekeepers in an increasingly unbalanced system between provider and marketer. The perpetuation of a hierarchical power dynamic affects the development of both practitioner and firm capabilities with negative implications and consequences for organisational control of branded social media communications. Three theoretical propositions are offered relating to the nature of platform hegemony, the notion of social media democratisation and the limiting impact of rapid change on the formation of relational ties.

This study extends the conceptualisation of communal custody of brands in social media settings to incorporate a growing number of commercial stakeholders, challenging the traditional dyadic consumer-brand relational paradigm. This study sheds new light on the impact of digital transformation on power distributions in social media communities not hitherto addressed.

This study aims to investigate the role of three customer equity drivers on customer repurchase intent in business-to-business (B2B) markets. It also explores the interconnected nature of equity drivers, specifically, the effects of brand equity and value equity on relationship equity. Further, it investigates how perceived switching costs moderates the interrelationships between customer equity drivers. The authors explore the interrelationships between the customer equity drivers in a B2B context involving commodity products in a developing market.

Data collection was done from a pool of 184 institutional customers of a lubricant brand in a developing market. The sample had representations of buyer organizations across sectors, namely, automobile, cement, metal, fertilizer, railway, defence and mining, etc. The final data were subjected to partial least squares-based structural equation modeling to test the hypothesized model.

The study found a direct effect of brand equity, and value equity on relationship equity and an indirect effect on repurchase intent, namely, relationship equity. Perceived switching cost was found to moderate the interaction between brand equity and relationship equity as well as between value equity and relationship equity. The direct effect of relationship equity on repurchase intent was also significant.

The study implies that B2B firms should ground their marketing program on these customer equity drivers, especially when dealing with commodity products. The absence of any of these drivers would be detrimental in customer retention. The study also establishes the relevance of switching cost(s) and its impact on the underlying dynamics between the different equity drivers in the context of commodity products. The customer equity drivers along with switching costs, if managed well, may become switching barriers for customers and eventually would ensure recurring revenue through repeat purchases.

To the best of the authors’ knowledge, this is one of the first studies that focuses on the disaggregated effect of customer equity on customer outcomes in the B2B context. Furthermore, this study investigates how perceived switching costs moderates the interrelationships between customer equity drivers in the industrial sales context in an emerging market.