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Consumers often face trade-offs between important product attributes. Previous research suggests that individuals tend to prioritize attribute differences that are easily processed and aligned. This paper aims to examine the contexts in which nonalignable attribute differences can positively impact consumers’ perceptions of products.

Four lab experiments were conducted to explore how consumer preferences for superior-alignable versus superior-nonalignable products vary based on purchase occasions, with a specific focus on routine and special occasions.

Consumers tend to prefer superior-nonalignable products on special occasions and superior-alignable products on routine occasions. This is driven by stronger uniqueness motives on special (vs routine) occasions, as consumers associate nonalignable attribute differences more closely with product specialness. The research also explores the moderating roles of consumers’ need for uniqueness (NFU) and psychological ownership. Consumers with higher levels of NFU consistently prefer superior-nonalignable products, regardless of the occasion type. Additionally, when consumers feel psychological ownership of products with superior-alignable attributes, the perceived specialness of these products increases, reducing the influence of occasion type on consumer preferences for attribute alignability.

This research emphasizes the importance of aligning product attribute differences with specific purchase occasions in marketing strategies.

This study aims to investigate how a firm’s sustainable competitive advantage is influenced by the combination of entrepreneurial ecological orientation, digital transformation and dynamic capabilities.

Based on the qualitative comparative analysis method, this study systematically explores the significant key conditions and configuration effects that affect the growth of sustainable competitive advantage. This study uncovers the causal relationship and complex mechanisms underlying the sustainable and unsustainable competitive advantages for new ventures, by examining the grouping effects of the above three factors – entrepreneurial ecological orientation, digital transformation and dynamic capabilities on those advantages.

A single factor fails to constitute a necessary condition for sustainable competitive advantage. Three types of configurations are beneficial to sustainable competitive advantage, namely, flexible and responsive type, dynamically adjusted type and type of opportunity resource integration, whereas four types of configurations lead to the unsustainable competitive advantage of new ventures, namely, type of organizational rigidity, informal entrepreneurial type, information-blocking type and technology-deficient type.

According to this study, adopting an entrepreneurial ecological orientation is a novel strategic move. This study offers an extensive review of three aspects of entrepreneurial ecological orientation, dynamic capacities and digital transformation and their mutually synergistic cascading effects on the sustainable competitive advantage of new ventures. This study investigates how three dimensions interact to achieve sustainable competitive advantage for firms, ultimately contributing to the study of sustainable competitive advantage strategies from an entrepreneurial ecosystem perspective.

The current study aims to investigate how young smartphone users in Bangladesh relate their brand experiences to brand loyalty. In addition, we want to visualize the direct and mediating effects of brand satisfaction, brand love and brand advocacy in our model.

The researchers examined the hypotheses by employing structural equation modeling (SEM) in AMOS and Decision Analyst STATS, version 2.0, with a sample size of 470 Bangladeshi smartphone users. The authors constructed the conceptual model by drawing upon both theoretical and empirical foundations. The researchers obtained data by utilizing an adopted and self-administered pre-structured questionnaire distributed via an online platform.

The results showed that brand experience greatly influences brand satisfaction, love, advocacy and loyalty, all of which have a significant impact on users’ brand loyalty across the country. The findings also suggested that the function of brand satisfaction as a critical mediator in the link between brand experience and brand loyalty was significant.

This experiment contributes to the body of knowledge by focusing on emotional brand attachments like brand satisfaction, love and advocacy and proposing that they can mediate experience and loyalty in the mobile market. The study also helps managers and executives better understand the primary drivers of smartphones, which are essential for generating and sustaining consumers’ happiness and loyalty in today’s highly competitive consumer market.