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This paper aims to investigate the extent to which nostalgic advertising can foster brand love. It examines the effects of two common forms of nostalgia in advertising – that is, personal and historical nostalgia – on consumers’ love towards a brand in both a developed (the UK) and a developing country (India).

A pre-test and post-test quasi-experimental study was conducted with two representative samples of consumers (i.e. 277 British and 255 Indian). Respondents were randomly exposed to one ad evoking either personal or historical nostalgia, or a non-nostalgic ad.

The results indicate that the use of nostalgia in advertising increases brand love in both countries. However, the effectiveness of each type of nostalgia varies depending on the country considered. In the UK, personal nostalgia increases brand love more than historical nostalgia, whereas, in India, historical nostalgia was found to be more significantly related to brand love than personal nostalgia.

The primary implication for marketers is to consider nostalgic advertising as a critical lever to building longer-term value for a brand (i.e. brand love) whilst being mindful of the country-specific differences regarding how such a lever should be executed to achieve effectiveness be effective.

The paper contributes to the advancement of the brand love literature by clarifying whether, and under what circumstances, the use of specific types of nostalgia in advertising increases consumers’ love towards a brand.

The purpose of this paper is to evaluate how the intermediation of an online agent in the relationship between prospective clients and professional service providers affects individual purchasing processes and decisions, and satisfaction with the professional service provider once the commercial transaction is concluded.

Drawing on the integrated trust-technology acceptance model, modified to include two additional variables to take into account of the specificities of the context investigated – users’ perceived reduction of information asymmetry and satisfaction with the professional service provider – a research framework is developed and tested with a research design combining a decision tree procedure with structural equation modelling and multi-group analysis. Participants are 188 users of an Italian website which incorporates an online agent that refers notaries to prospective clients.

Decisions to purchase professional services brokered by online agents depend upon trust in the agent, and users’ perceptions of the agent’s ability to reduce information asymmetry, as well as its perceived usefulness. Online agents for professional services can be effective as well as efficient: users who bought the service from an agent-referred notary had higher levels of satisfaction with their professional service provider than users who purchased the service from a different notary.

This is the first empirical effort to investigate the effects of online agents in the specific context of professional service purchasing. The uniqueness of the research context permitted identification of a new type of online agent, the “double-sided online referral agent”.

Although place branding is increasingly popular in research as well as in local, regional and national political agendas, the theoretical foundations of the place branding discipline are still underdeveloped. By embracing the stream of identity-based studies, this paper aims to attempt to demonstrate that place brands can be usefully approached through an emphasis of their cultural traits and the practical connection between culture, identity and image.

In constructing its theoretical arguments, the paper challenges the place branding model propounded by Kavaratzis and Hatch (2013), and uses practices as units of analysis. The paper conducts a brief review of the principal tenets of practice theory(IES) and uses structuration theory as a theoretical device to demonstrate how this theory can provide a (still lacking) theoretical anchorage for the place branding process.

The usefulness of structuration theory for understanding the place branding process is analysed at both the strategic and tactical levels by means of two illustrative examples. Structuration theory proves to be a solid theory which links the constitutive elements of the place branding process, i.e. culture, identity and image, and to inspire further theoretical elaborations and empirical efforts grounded on this theory.

This is the first paper which uses practice theory(ies) in general and structuration theory in particular to explain the place branding process. The theoretical arguments advanced provide valuable guidance for further theoretical elaborations and empirical applications.

End users are often involved in organizational buying, but very little is known about the role that they play and how they influence purchasing decisions. This study aims to explore the factors behind end users’ attempts to influence purchasing and the strategies they use.

The research draws on the concept of purchasing task involvement, which describes the feelings of personal relevance that a buying center member has for a specific organizational purchasing decision. This concept is used to gain a deeper understanding of users’ influence in organizational purchasing and link it to sources of power and the corresponding influence strategies. The study is based on 90 in-depth interviews with buyers, drivers and sellers of heavy trucks.

End users’ purchasing task involvement is only marginally determined by the product’s performance or technical features. Purchasing task involvement leads to influence when there are specific power relationships between the buyer and the user and under specific circumstances.

This is the first study that links end users’ purchasing task involvement, power and influence strategies in organizational buying.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

End users have traditionally been excluded from decision-making within organizational buying processes. Yet they are the ones who use the products purchased, so their involvement is now being seen as crucial to gaining competitive advantage.

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

The purpose of this paper is to investigate the cross-effects of on-site sponsorship on online sponsorship effectiveness in communities. The research evaluates how members’ commitment to a sports-oriented community and attitude to brands providing sponsorship developed through sponsorship on-site, and sponsor-community fit, influence the effectiveness of online sponsorship measured as the intention to purchase the same brands online through sponsoring banners displayed on the community web site.

Data were collected through a web-survey from a self-selected sample of 272 respondents belonging to non-professional sports communities. By drawing on the principal tenets of the theory of reasoned action, the authors developed a theoretical framework and tested it through a structural equation model to evaluate the role of attitude to sponsor brands developed through sponsorship on-site, and its antecedents, on the intention to purchase the same brands online through sponsoring banners exposed on the community web site.

The attitude to sponsor brands developed through sponsorship on-site affects the intention to make online purchases of the same brands through sponsoring banners exposed on the web sites of non-professional communities. On the other hand, antecedents of sponsorship on-site, that is, sponsor-community fit and commitment to the community, affect the intention to purchase the same brands online through sponsor banners displayed on the community web site, with attitude playing a different mediating role.

The research contributes to sponsorship literature by establishing the existence of cross-effects of on-site sponsorship on online sponsorship effectiveness and providing insights into the central role of commitment and attitude developed on-site. Managerially, non-professional communities emerge as attractive targets for multiple sponsorship investment owing to their on-site and online social interaction that offers managers an opportunity to exploit sponsorship cross-effects.

The study contributes to the scant body of knowledge on the cross-effects of on-site sponsorship on online sponsorship and provides insights into the importance of communities as a beneficial target of sponsorship investment.

This paper aims to outline the role of brands as relationship builders and to offer a better understanding of the recent developments and key literature in the area of consumer–brand relationships.

This paper is an editorial based mainly on a literature review on consumer–brand relationships. It uses the sentiment range and passion intensity to position various brand relationship constructs. This work follows the same bibliometric-analysis approach used by Fetscherin and Heinrich (2014) and looked for publications in the Web of Science on brand relationships, with reference to Fournier’s (1998) seminal work and data collected for the period between January 2010 and November 2018.

First, this work presents the key consumer–brand relationship terms and positions the work on brand love, brand like, brand hate, brand dislike and brand indifference. In addition, the bibliometric analysis offers a number of insights into the current state of the academic research in the area of consumer–brand relationships, including a clear indication that the research on consumer–brand relationships is increasing.

This work and the whole special issue together help in the understanding of brands as relationship builders, clearly explaining the continuum from strong positive or negative relationships with brands to no relationship with brands and the current state of research in the area.

The motivations behind co-branding alliances, the differences in performance between the paired brands and the emergence of “spillover effects” have been pillars of the marketing research agenda for almost three decades. We observe an extensive number of studies on co-branding alliances, combined with multiple theoretical perspectives and empirical approaches informing extant literature. The purpose of this paper is to summarize of the state of the art of this research.

The authors offer a systematic literature review of 190 papers on co-branding alliances. The authors portray a picture of the theories informing co-branding research and build a conceptual framework that summarizes the concepts and variables used in this literature. Finally, 11 interviews with managers and consultants of European firms help to reveal potential problems in practice and needs that are not captured by previous studies.

The authors develop a map of theories used to investigate co-branding alliances and build a conceptual framework linking motivations, co-branding alliance implementation and outputs. Finally, the authors propose a structured research agenda.

The main implication relies on the structured research agenda.

Practical implications include the identification of the variables and dimensions involved in a brand alliance to exploit the strengths and moderate the weaknesses of a brand.

This paper highlights how co-branding is embedded in different contexts and dimensions regarding both firms and consumers. The two maps presented in this study underscore the interdependence among such dimensions. The authors interview marketing experts to validate the conceptual framework and to help us extract the managerial implications that stem from it.