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Cambridge, Harvard, Oxford: the names of these universities instantly conjure up images of the highest attainments of higher education. Of course, great universities also operate great university presses. So any reference book with the name of Oxford, Cambridge, or Harvard in the title possesses immediate credibility and saleability. But it was not always so. Prior to the latter half of the nineteenth century the Oxford and the Cambridge University Presses were known to the public primarily as publishers of the Bible. Oxford broke into reference publishing, and along with it widespread public recognition, by means of its famous dictionaries, of which the pinnacle was the massive Oxford English Dictionary. The Cambridge University Press [hereafter referred to as CUP] took a different approach to publishing scholarly reference works by producing authoritative and encyclopedic histories. According to S.C. Roberts, a long‐time secretary to the Syndics of the CUP, “apart from the Bible, the first book that made the Press well known to the general public was the Cambridge Modern History.”

The Dictionary of National Biography (or DNB as it is commonly called and as it will be referred to in this paper) is a classic. Depending on whether a library owns an original edition published by Smith, Elder and Company or a reprint edition published by Oxford University Press, sixty‐three brown volumes or twenty‐two blue volumes and supplements loom bulkily from the shelves. It would be an odd, ill‐trained reference librarian, historian, or scholar of English literature who has never heard of the DNB, let alone used and perused it. But mere bulk does not explain the lasting fame and staying power of this reference work, whose first volume appeared in January 1885 over a century ago.

The Oxford English Dictionary (hereafter referred to as the OED) is one of the most well‐known and respected reference works in the world. Its imposing bulk has even led some people to believe incorrectly that it actually lists every word in the English language. Of course, a good number of words were omitted from the distinguished dictionary because they were considered vulgar or because they were American words, categories that were actually somewhat synonymous to certain less tolerant Englishmen of the late nineteenth century.

In the fall of 1987, the first of three volumes of a scholarly research atlas—The Historical Atlas of Canada—was published to great acclaim. Describing the Atlas as “the most innovative, beautiful and successful single volume on the history of Canada, and indeed the most ambitious cartographic venture ever attempted in this country,” the Royal Canadian Geographic Society awarded gold medals to the volume's editor, R.C. Harris, and cartographer/designer, Geoffrey J. Matthews, as well as to the director of the whole Atlas project, W.G. Dean. The volume received many honors, including the Sir John A. Macdonald Prize for the best book of the year on Early Canada from the Canadian Historical Association and the George Perkins Marsh Award in Environmental History from the University of Utah. Reviewers described the volume in superlatives. American reviewers were equally generous in their praise. Petchenik (herself the editor of the Historical Atlas of Early American History) described the volume as “an amazing accomplishment” and commented that “Not only a country but a civilization has been enriched by this publication.” Konrad assessed the volume as “a unique statement unrivaled in its potential impact.” Shuman, a professor of library science, noted that “this atlas, when complete, should stand as a model to be emulated by all other nations, whenever possible.” Pye, writing in the [British] Geographical Journal stated that “it is difficult to imagine that it could be even remotely paralleled in the foreseeable future.” Volume III of the Atlas appeared in 1990 and again won plaudits. Reviewers obviously felt that the high standards set by the first volume had been maintained.

The purpose of the study is to identify critical value-creating elements of luxury services expressed in ratings and reviews posted on third-party sites and examine cross-cultural differences. To this end, the research analyzed online ratings and reviews of luxury hotels posted on TripAdvisor from customers of four European regions (East, North, South and West).

Eight hundred thirty-eight online user-generated ratings and reviews of luxury hotels were analyzed quantitatively using MANOVA and qualitatively using text analysis.

The study findings support (a) that product and physical evidence are the most critical experiential elements of luxury hotels' offerings and (b) cultural differences among tourists from various regions of Europe in their hotel ratings and reviews. Specifically, Eastern and Northern Europeans are more generous in their review ratings than western and southern Europeans. Moreover, eastern Europeans value the hotel's physical evidence/environment whereas western Europeans prioritize the core product (room and food) followed by the physical environment/servicescape. Southern Europeans and Northern Europeans value most the personnel, followed by the physical environment and the core product, respectively.

Cultural differences provide several implications with regard to luxury services segmentation, social media management, service marketing mix development and hotel promotion.

The value of this study originates from studying post–purchase customer behavior in luxury services from a cross-cultural perspective. Moreover, identifying critical aspects of value-creating customer experience in a luxury context adds to the available literature.

Prior work underscores the important role of customer advocacy for brands. The purpose of this study is to explore the critical role customers can play as brand heroes. The authors developed and validated a measurement scale composed of properties that are derived from distinct brand hero motivational mechanisms.

The authors conducted one exploratory pilot, using semi-structured interviews, with industry and academic experts, and employed three main studies across varying brands and market settings.

This study explores and empirically demonstrates how the brand hero scale (BHS) is related to, yet distinct from, existing scales of opinion leaders, market mavens, attachment and customer advocacy. The six-item BHS demonstrates convergent, discriminant, nomological and predictive validity across several different brand contexts.

This research extends the extant body of work by identifying and defining brand heroes, developing and validating a parsimonious BHS, and demonstrating how its predictive validity extends both to a range of key advocacy and loyalty customer behaviors.

The study provides provocative insights for marketing researchers and brand managers and ascertains the important role heroes may play for brands in terms of strong customer advocacy and loyalty behaviors.

Building on the theory of meaning, this study shows that identifying and working with brand heroes is of great managerial importance and offers critical avenues for future research.