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The purpose of this paper is to provide a brief overview of the methodology of several brain imaging techniques and in particular, functional magnetic resonance imaging (fMRI) and its potential implications for market research. The aim is to enable the reader both to understand this emerging methodology and to conduct independent research in the area.

A short introduction on current neuroimaging methods used in behavioral neuroscience is provided by means of a literature review. The ensuing discussion focuses on fMRI as the currently most popular neuroimaging technique. Having described the fMRI methodology, an outline of the analysis of functional neuroimaging data follows, after which there is a discussion of some key research issues.

Although in its infancy, fMRI seems to be a useful and promising tool for market researchers. Initial studies in the field reveal that fMRI is able to shed light on subconscious processes such as affective aspects of consumer behavior.

Because brand positioning, advertising strategies and even pricing strategies are often based on constructs such as emotions, neuropsychological findings and methods should have important implications for practitioners in the field of brand management and advertising. Nonetheless, far more basic research is needed before fMRI can be adopted for marketing practice.

This paper is one of the first in the marketing literature to provide a methodological overview of fMRI and discuss the potential implications for marketing research.

Peter joined local government following a career in nursing, specialising in psychiatric social work. Following qualification in social work, he worked in practice, including attachments to primary health, in both the US and UK. His managerial career has taken him into both public and private sectors. He was Strategic Director of Social Services in Kent for eight years and during this time took the largest Social Services department in the country from ‘poor’ performance to ‘excellent’ before being appointed as Chief Executive of Kent County Council. Kent is one of the largest local authorities in the country and has been rated as one of the very best performing authorities. Peter also chairs the South East England Centre of Excellence which concentrates on sharing best practice and creating a smart environment with regard to efficiency and performance, and is working closely with the Government on Futures.Peter led nationally for ten years on asylum matters for the Association of Directors of Social Services (ADSS), chaired the National Taskforce and for five years until recently the National Register for Unaccompanied Children (NRUC). He also started a network of principal gateway authorities in the European Union to discuss common problems and develop a framework of best practice. Peter is now leading for the region on the national migration forum. He has also been invited by Lord Darzi to become a member of the Health Innovation Council. Peter has a national reputation for innovation and was nominated by The Guardian newspaper as one of the top 100 Innovators in the public sector in the UK and shortlisted for the 2006 Public Sector Power 100 Awards.Now in his fourth year as Chief Executive at Kent, Peter continues to pursue ‘innovation, effectiveness and an outcome‐based modern public service’.

The importance of employer branding to attract talent in organizations is increasing rapidly. Brand personality traits, particularly, have been shown to explain considerable variance in employer brand attractiveness. Despite such awareness, little is known about the underlying processes of this effect. The purpose of the authors is to close the research gap by drawing on a consumer brand model of brand affect and trust as a means of explaining employer brand attractiveness.

Students interested in working in the consultancy industry completed a survey designed to evaluate consultancy employer brands. Established scales for brand personality, trust, and affect, and employer brand attractiveness were used to test the conceptual model.

The results indicate that employer brand trust and affect are both influenced by the brand personality trait sincerity. Further, employer brand affect was positively affected by the traits excitement and sophistication, while negatively affected by ruggedness. Together, employer brand affect and trust explain 71 per cent of the variance in employer brand attractiveness.

While the results show the importance of branding an organization as a sincere, exciting, and sophisticated employer, future research is needed to identify adequate marketing tools to achieve this goal, also in other industries besides the one investigated here.

This study is the first to apply a model that includes brand personality, trust, and affect to employer branding. By doing so, the variance explained in employer brand attractiveness could be increased substantially.

The long-term survival of companies depends strongly on successful new product introductions. However, insufficient customer new product acceptance (NPA) often leads to high failure rates for manufacturers. Retailers, as intermediaries between the company and the customer, often obtain a crucial role as primary touchpoint. Previous research shows that customers’ perception of a company is transferable to its products and thus influences NPA. Family firms, as successful company type, are supposed to positively influence NPA. The purpose of this paper is to analyse whether manufacturers achieve a strategic advantage regarding NPA when choosing retailer that are perceived as family firms.

Conducting an online survey, the authors tested whether the family firm image (FFI) of a retailer’s brand influences customers’ belief in the trustworthiness of a new product brand and their purchase intention, which reflect two components of NPA.

The results indicate that a strongly perceived FFI has a direct positive effect and, through perceived trustworthiness, an indirect effect on NPA. Those effects are moderated by the customers’ perceived uncertainty about the product. The authors show that aside from increasing trustworthiness, a retailer’s FFI creates a substantial strategic advantage that increases NPA and hence decreases manufacturers’ failure rates.

This paper is the first to investigate retailer brand influence on NPA. By providing a new definition and measurement of customers’ family firm perception, this study represents the first quantitative intent to assess the consequences of such perception.

The aim of this study is to analyze consumers' price knowledge in the market for apparels.

After reviewing earlier attempts at assessing the construct, the price estimation error “PEE” was used, a measure based on explicit price knowledge stored in long‐term memory, as a valid indicator of price knowledge.

The results, including data from about 1,527 consumers on 66 products from the German apparel market, indicate that price knowledge is relatively low.

Although, in the literature, there are several studies on price knowledge in the food industry, little is known about price knowledge in other industry sectors. This is quite surprising since pricing strategy is a concept which is vitally important to all retailers. Therefore, this study is a first contribution to extending the concept of behavioral pricing to the apparel market.

The main purpose of this paper is to analyze knowledge management in service networks. It analyzes the knowledge management process and identifies related challenges. The authors take a strategic management approach instead of a more technology‐oriented approach, since it is believed that managerial problems still remain after technological problems are solved.

The paper explores the literature on the topic of knowledge management as well as the resource (or knowledge) based view of the firm. It offers conceptual insights and provides possible solutions for knowledge management problems.

The paper discusses several possible solutions for managing knowledge processes in knowledge‐intensive service networks. Solutions for knowledge identification/generation, knowledge application, knowledge combination/transfer and supporting the evolution of tacit network knowledge include personal and technological aspects, as well as organizational and cultural elements.

In a complex environment, knowledge management and network management become crucial for business success. It is the task of network management to establish routines, and to build and regularly refresh meta‐knowledge about the competencies and abilities that exist within the network. It is suggested that each network partner should be rated according to the contribution to the network knowledge base. Based on this rating, a particular network partner is a member of a certain knowledge club, meaning that the partner has access to a particular level of network knowledge. Such an established routine provides strong incentives to add knowledge to the network's knowledge base

This paper is a first attempt to outline the problems of knowledge management in knowledge‐intensive service networks and, by so doing, to introduce strategic management reasoning to the discussion.

Price knowledge as a construct has been one of the top behavioral pricing themes in the last four decades, especially in the Anglo‐American literature. In Germany, scientists have paid relatively little attention to this topic during the last 15 years – with some notable exceptions. Therefore, this study analyzes German consumers' price knowledge and, by doing so, replicates and extends existing international work. After reviewing earlier attempts at assessing the construct, a measure is developed for the price estimation error “PEE”, based on explicit price knowledge stored in long‐term memory. Results, including data from about 1,000 consumers on 69 products from a German retail chain, indicate that price knowledge in Germany is relatively low. Based on that observation, implications for the management are discussed.

Marketing channels are changing dramatically as the world economy becomes networked. Buyers who are likely to only have limited insight into a wholesaler's sourcing decisions may be uncertain about product and/or service quality. This paper aims to show that a credible quality signal provided by the wholesaler, the wholesale brand, can effectively reduce buyer uncertainty.

Using structural equation modelling methodology in the context of 569 buyers across 52 locations of a home improvement wholesaler the authors investigate the key mediating role of transaction costs for the effect of wholesale brand knowledge on buyer loyalty.

The results suggest that wholesaler brand knowledge effectively reduces ex‐post transaction costs incurred by the buyer. These lower quality control costs and price verification efforts increase buyer loyalty. Interestingly, however, the data show that this bonding effect of the wholesale brand may not affect buyer search costs.

The research on the role of supplier brands for supply network management is an early effort. Clearly more research is needed to fully explore the role of wholesale brand knowledge for wholesaler selection.

The findings are important to marketing channel managers because they provide a viable alternative to ever‐increasing relationship marketing costs. They suggest that a close wholesaler‐retailer relationship may not be necessary to realize the benefits of a trusting exchange environment. In fact, they show that high wholesale brand knowledge may act as a substitute and reduce uncertainty effectively.

This paper is the first to introduce a transaction cost perspective on the relationship between wholesale brand knowledge and wholesale loyalty. It demonstrates how wholesale brand knowledge can reduce uncertainty in the wholesaler‐retailer dyad and substitute for more costly relationship building efforts.

To advance marketing research and practice, this study aims to examine the application of the innovative, mobile-applicable neuroimaging method – mobile functional near-infrared spectroscopy (mfNIRS) – in the field of marketing research, providing comprehensive guidelines and practical recommendations.

A general review and investigation of when and how to use mfNIRS in business-to-consumer and business-to-business marketing settings is used to illustrate the utility of mfNIRS.

The research findings help prospective marketing and consumer neuroscience researchers to structure mfNIRS experiments, perform the analysis and interpret the obtained mfNIRS data.

The application of mfNIRS offers opportunities for marketing research that allow the exploration of neural processes and associated behaviour of customers in naturalistic settings.

The application of mfNIRS as a neuroimaging method enables the investigation of unconscious neural processes that control customer behaviour and can act as process variables for companies.

This is one of the first studies to provide comprehensive guidelines and applied practical recommendations concerning when and how to apply mfNIRS in marketing research.