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Mobile computing is an emerging trend. Building on motivational theories, brand attachment and mobile application literature, this paper tests a conceptual model with the aim to provide insights into antecedents and outcomes of consumer brand attachment in a mobile app context.

A model is developed in which antecedents and outcomes of brand attachment in a branded mobile app context are examined. Data collected from 228 mobile app users were analyzed using PLS-SEM.

The results confirm that hedonic motivation is positively associated with brand attachment. Nevertheless, the effects of utilitarian motivation and social motivation on brand attachment are not supported. As anticipated, brand attachment is positively associated with three outcomes, including continuance intention, purchase intention and word-of-mouth communication.

The paper extends the Mobile Application Stickiness paradigm by including brand characteristics, which had not previously been explored. Also, in terms of attachment in a mobile context, only affection has been explored; this study includes connection and passion to investigate how those components enhance desired outcomes.

The purpose of this research is to develop a scale for measuring customer value co-creation attitude (CVCCA).

Scale development procedures are used for item generation, item purification and validation. Two studies are conducted. In Study 1, exploratory and confirmatory factor analysis is used to generate and confirm the factorial structure of the CVCCA construct. Study 2 validates the scale on a large field sample.

The study develops a new scale for measuring CVCCA. Results suggest that CVCCA is a higher-order construct comprising three dimensions: interaction attitude, knowledge sharing attitude and responsive attitude. Additionally, experiential value significantly predicts CVCCA, which subsequently leads to customer value co-creation behaviour confirming nomological validity of the scale.

The CVCCA scale should be of interest for researchers in exploring factors and outcomes of CVCCA. The scale is useful to managers who are interested in measuring their customers’ co-creation of value attitude and their willingness to engage in value co-creation behaviour.

This is the first scale using the service logic of marketing lens. The scale is found to be a valid and reliable tool to measure customer attitude to engage in value co-creation.

The purpose of this study is to examine, through the lens of entrepreneurial marketing theory, everyday business practices of small-scale winemakers in a challenging small wine region in the USA.

In-depth interviews and participant observations were utilized to elicit rich descriptions of entrepreneurial marketing efforts of six New Mexico winemakers.

This article describes winemakers’ entrepreneurial marketing efforts. We find that survival drives all other entrepreneurial marketing dimensions where accounting for risk is pervasive rather than a stand-alone dimension. Knowledge gained from intense customer focus is used for new product and service innovations. The leveraging of individual and shared resources is another dimension of entrepreneurial marketing that is demonstrated in our analysis.

As entrepreneurs stake their claim in developing small wine regions, understanding entrepreneurial marketing concepts will enable academics and practitioners to understand challenges of a business that is not only dependent on the economics but also on mother nature’s whims.

The purpose of this paper is to investigate the influence of corporate brand experience (CBE) on customer value co-creation attitude and behaviour (CVCCA and CVCCB). By integrating congruity theory with the theory of reasoned action, the study proposes an integrated model for developing CVCCB in a retailing context.

Structural Equation Modelling, using AMOS software was conducted using a sample of 711 respondents from four hypermarkets located in five Malaysian states.

The research findings indicate that CBE plays a significant role for developing customer attitude and behaviour of value co-creation activities. Results show that CBE has a strong positive influence on CVCCA and subjective norms (SN) which further lead to CVCCB. SN were found to be a partial mediator between CBE and CVCCA. CVCCA was found to be a partial mediator between SN and CVCCB. Full mediation of CVCCA and SN between CBE and CVCCB is confirmed.

The research contributes to value co-creation literature by proposing an integrated model for developing CVCCB in retailing. This research opens avenues for future research to consider the importance of brand experiences in value co-creation practices.

Rhetorical works (schemes and tropes) can increase advertisement liking. Because liking impacts advertising effectiveness, this study aims to investigate if positive processing, brand awareness, and persuasion outcomes previously associated with rhetoric are spurious and chiefly attributable to liking.

An experiment (n=448) employed natural advertising exposure conditions and a 3 (headline: nonfigurative, scheme, trope)×2 (copy length: long, moderate)×2 (involvement: high, low) between‐subjects factorial design.

Absent of liking differences, schemes and tropes are robust motivators of available resources devoted to processing (elaboration and readership). Favourable arguments only influence brand awareness and persuasion if processed. Consumers negatively view longer copy. Nonfigurative headlines encourage insufficient processing as copy lengthens. Insufficient processing decreases brand awareness and persuasion. However, schemes and tropes overcome negative copy length effects on brand awareness and persuasion regardless of involvement.

Without the benefit of increased liking, schemes interfere with copy point and brand memory similar to other creative attention‐getters – humour and sex appeals. Instead, schemes focus consumers on advertising style. The results are based on consumer responses; thus, error may make differences harder to detect. Another limitation is the focus on a single low‐risk, informational product, i.e. pens. Future research should investigate effects of rhetorical works with high‐risk and transformative products.

Advertisers should use rhetorical works to motivate processing, especially with longer copy explaining advantages of new, technical, or complex products. Also, effective rhetorical works need not create positive affect.

Isolating advertising rhetoric effects from liking differences explains anomalies in the literature (e.g. scheme versus trope superiority).

Humanitarian relief organisations such as charities count on donations to provide assistance to people in need when disasters occur. In the UK, about 11,200 charity shops collect second-hand goods from donors to raise funds for their parent charity to support target beneficiaries. As their numbers increase, charity shops are finding it difficult to secure good quality stock. Furthermore, they may need to plan ahead to secure sufficient stock when the economy experiences a downturn. This paper identifies the charity shop's role and its donation flow in the multi-tier supply chain and empirically assesses the barriers that influence intention to donate with a mixed-methods approach.

In order to explore the charity shop's role within the multi-tier supply chain, this study begins with a literature review and then develops a conceptual model. In order to empirically evaluate the barriers that influence intention to donate, the authors conducted semi-structured interviews with 14 charity shop managers and collected 222 usable questionnaires from donors. The interpretive structural modelling (ISM) approach was applied to examine the interrelationship among barriers and rank their priority.

This paper identifies ten significant barriers that influence intention to donate: lack of good quality items for donation; lack of information on how charity shops make use of donations; lack of familiarity with the donation process; lack of information of what items can be accepted by charity shops; lack of awareness of the impact that donations make; the difficulty of being available at the scheduled times for charity shops' free pick-up services; the difficulty of donating during shops' opening hours; the difficulty of finding parking to access charity shops; and living too far away from charity shops. In particular, the questionnaires' results indicate that lack of good quality items is the most significant barrier. This is also reflected in the ISM model, and thus needs more attention.

The results are very useful for charity shops themselves to understand current barriers to securing good quality stock and to develop potential stock-securing interventions based on these barriers' priority.

Although charity shops have been investigated by several researchers, their supply chain remains insufficiently explored. This paper fills this gap by identifying the charity shop's role and its donation flow in the supply chain and by empirically assessing the supply-side barriers with a mixed-methods approach.