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Cooldown of fuel inside a horizontal cylinder (i.d. approximately equal to that of a pylon tank) was modelled with a mixture of 50% glycerine and 50% water (Ti = 65°C). Safety considerations and poor optical qualities at low temperatures precluded fuel from being used in these experiments. The test was started by suddenly imposing a nominal 10°C external temperature field (flowing tap water) on the aluminium skin. Fluid velocities and temperatures were measured during the transient near the mid‐length plane of the cylinder, where end effects were reduced. Therefore, the physical situation at this plane was considered amenable to a 2‐D analysis. Tests were conducted with a full partially full tank and included tests with the tank tilted 10° from the horizontal to determine axial convection effects; this angle approximates an angle of attack during cruise. Tilting the tank produced temperatures at the elevated end which were significantly higher than those at the lowered end, especially for the bottom ½ of the tank where the ΔT between ends was as high as 5°C 30 minutes after the start of test.

Brand narratives are created to differentiate brands, and consumers base their assessments of a brand’s authenticity on this narrative. We propose that the default consumer position is to accept a brand’s narrative, and we find that consumers maintain belief in this narrative even when explicitly reminded that it is manufactured by firms with an underlying profit motive. Because belief seems to be the default position adopted by consumers, we investigate what factors act as disruptors to this default position, thereby reducing assessments of authenticity.

This research uses a series of studies to investigate when and why consumers view some brand stories as authentic and others less so. In addition, we examine the impact of changes to authenticity assessments on managerially important brand outcomes.

Only when one or more authenticity disruptors are present do consumers begin to question the authenticity of the brand narrative. Disruption occurs when the focal brand is perceived to be nakedly copying a competitor, or when there is a gross mismatch between the brand narrative and reality. In the presence of one or both of these disruptors, consumers judge brands to be less authentic, report lower identification, lower assessments of brand quality and social responsibility, and are less likely to join the brand’s community.

Creating compelling brand stories is an important aspect of any marketing manager’s job; after all, these narratives help drive sales. Care must be taken when crafting narratives however, since consumers use these as the basis of their authenticity assessments, and brands deemed inauthentic are penalized.

We examine two conceptualizations of consumer-brand relationships: identification, as identity-based relationships between a consumer and a brand, and the related construct of attachment as a bond based on security and personal history with the brand.

Predictions emanating from the two constructs’ disparate theoretical traditions regarding the relative antecedents and outcomes of these brand relationship constructs are tested in a survey of real consumer-brand relationships, where the two are likely to co-occur.

Identification is more socially motivated, wherein the brand is used for “identity building” and impression management, such as through public endorsement. In contrast, attachment is more personally motivated; it is more likely to be founded on an intimate history with the brand and feelings of security inspired by the brand.

This is the first work in marketing to explicitly compare identification with attachment in contexts where they co-occur. In doing so, it underscores the validity and usefulness of these two related but distinct relationship constructs.

PHOENICS, a general 3‐D Navier‐Stokes computer program, was used to simulate cooling and freezing of jet fuel stored in airplane fuel tanks. A 3‐D analysis is required for fuel tanks of arbitrary geometry exposed to time dependent and nonuniform boundary temperatures. The work reported in this paper concentrated on 2‐D simulations of fuel cooling and freezing in a wing tank and external (pylon) tanks as a step toward the 3‐D analysis. Significant progress has been made on obtaining plausible solutions over the entire range of conditions considered. The same model, with appropriate changes for fuel properties, could also be used to predict fuel heating in airplane fuel tanks during supersonic flight conditions.

This research uses the distinction between communal relationships (based on mutual care and concern) and exchange relationships (based on the principle of quid pro quo) to propose a framework that predicts differences in the shape of consumer response function to increasing levels of brand transgressions.

The paper proposes a conceptual model based on insights from prior research on brand relationships.

The premise being proposed in this paper is that exchange-oriented consumers, being focused on the balance of inputs and outcomes, base their evaluations on an objective assessment of the final outcome, such that their response function will be relatively proportional to increasing levels of brand transgression. On the other hand, communally oriented consumers are concerned with whether or not the relationship partner cares for them, such that up to a point brand transgressions are overlooked while beyond a threshold there is a sudden negative shift in brand evaluations. These consumers thus exhibit a step-function response to brand transgressions.

This paper proposes a conceptual framework and leaves it to future researchers to test it empirically.

Managers now have a toolkit to better manage instances of product and service failure.

Findings from this model can be applied to better manage interpersonal relationships too.

This paper proposes a model that shows how and why consumers might differ in their response to brand transgressions. Further, this is a dynamic model in that it traces the response function of the consumers at increasing levels of transgressions.

Corporate social responsibility is becoming increasingly important in the retailing industry, whereby retailers are frequently criticized for socially irresponsible business practices by mass media and consumer advocacy groups. The purpose of this research is to find out which retail business practices lead to perceptions of corporate social irresponsibility (CSIR) from the customers' perspective and to develop a measurement scale for this construct.

Using quantitative data from a paper‐based and an online survey, a higher‐order, multi‐group confirmatory factor analysis was conducted.

The research identifies 14 factors which represent perceptions of CSIR in retailing. A measurement scale of this construct is proposed and empirically validated. Demographic differences among consumers' CSIR perceptions are revealed.

The scale remains to be validated in varying cultural settings other than the USA.

The findings provide retailers with a detailed account of business practices that consumers regard as socially irresponsible. The scale can be adopted by retailers in surveys to measure consumers' perceptions.

The paper is first in providing a conceptualization and measurement scale for CSIR which is of increasing importance for both retailing theory and practice.

Prior studies have shown that commitment to the organization is related to organizational citizenship behaviour (OCB). The target of organizational commitment is the organization itself. So the organizational citizenship behaviour most likely to be influenced by this commitment is OCB-oriented organization (Masterson, Lewis, Goldman & Taylor, 2000; Cohen, 1999). Given that workers are the targets of supervisor commitment and work group commitment, the behaviour most likely to be affected by this commitment is supervisor and worker-oriented behaviour. The results provide support for the idea that organizational commitment is associated with OCB-oriented organization.

This paper aims to examine the roles of corporate social responsibility (a non service‐related concept) and perceived service quality (a service‐related concept) in determining the attitudinal and behavioral loyalty of customers in the retail banking sector in Bangkok, Thailand.

The study is quantitative in nature using the responses of 275 bank customers who answered a survey questionnaire. Data analysis was performed using partial least squares (PLS), a variance‐based structural equation modeling method.

The results of the study demonstrate that corporate social responsibility (CSR) has a significantly strong and positive association with attitudinal loyalty. Perceived service quality mediated the relationship between CSR and repeat patronage intentions (behavioral loyalty). Direct effects were reported between perceived service quality and both attitudinal and behavioral loyalty. A positive relationship between attitudinal and behavioral loyalty was demonstrated.

While the results are clear and have strong salience for the retail banking industry, future research should take into account the specific industry context within the national culture.

The study provides a set of findings relating to CSR initiatives and perception of service quality that could be readily incorporated into banks' corporate strategic plans.

The paper demonstrates an empirical operationalization of CSR initiatives measured from the customers' point of view, and from which banks could learn for corporate strategy development.

Through activism, brands participate in the sociopolitical controversies that shape society today. Based on social identity theory, this study aims to examine the moderating effects of consumer–brand identification (CBI) and political ideology in explaining consumer responses to brand activism. Furthermore, the role of perceived marginalization that can arise in the case of consumer–brand disagreement is explored.

The hypothesized effects were tested in three experiments. Study 1 (n = 262) and Study 2 (n = 322) used a moderation analysis, which was supplemented by a mixed design analysis with repeated measures in Study 1. In Study 3 (n = 383), the mediating effect of perceived marginalization by the brand was tested using a moderated mediation model.

The results show that strong CBI as well as a conservative ideology buffer the negative effects of consumer–brand disagreement on brand attitude and word-of-mouth intentions. In the case of agreement with a brand’s stance, no direct or interactive effects of brand activism on consumer responses occur. Perceived marginalization by a brand mediates the effects of brand activism.

This study extends the “love is blind” versus “love becomes hate” debate to the realm of brand activism and finds evidence for the former effect. It also contributes to the research on political consumption by highlighting the role of political ideology as an important boundary condition for brand activism. Perceived marginalization is identified as a relevant risk for activist brands.