Daniela Andreini

This chapter focuses on the construct of brand experience. It starts with an analysis of the origins of brand experience and the initial conceptualization and measurement developed in the literature. The chapter then moves onto further conceptualizations and measurements of brand experience, as well as the main sources, antecedents, and outcomes that emerge from an analysis of the literature. The chapter concludes with an overview of emerging areas of key importance for brand experience research, and it suggests questions for future research.

The renewed interest in the market as a unit of analysis has increased adoption of a market system dynamics (MSD) perspective. Since studies drawing on MSD have significant overlaps with other research traditions equally focused on market changes, we trace the theoretical boundaries of the literature on MSD, and unpack its evolution, in order to appreciate conceptual achievements and research directions. Building on change-process theorizing and on a reiterative processual multi-stage research strategy, we conduct a systematic review of the literature on MSD. We organize the findings into three stages of MSD’s maturation–infancy, adolescence, and adulthood–and show that MSD has grown into a market approach that is ever more multi-actor, theoretically-plural, and based on longitudinal methodologies. The existing literature has gradually shifted towards a balance in agency and structure in market change, and towards a more cautious view on the consumer’s role. Under-researched areas are pinpointed, along with research avenues that can further reinforce MSD.

Research on business model innovation (BMI) processes is blossoming and expanding in many directions. Hence, the time is ripe to summarize and systematize this body of knowledge for the benefit of current and future BMI scholars. In this article, we take stock of the current literature to clarify the concept of a BMI process, develop a categorization scheme (a “BMI process framework”), and discuss future research possibilities. Building on a systematic literature review of 114 papers, our categorization delineates different types of BMI processes and corresponding sub-processes. Moreover, we develop a framework that illustrates how BMI processes are interrelated and interconnected. Finally, we identify the main process-related research gaps in BMI research and provide directions for future research that emerge from our categorization and discussion.

This article conceptualizes chief executive officer (CEO) brand image as a multidimensional construct consisting of three main dimensions—personality, performance, and leadership—and develops a reliable and valid 9-item scale to capture these dimensions. The article adopts a grounded-theory approach to derive the dimensionality of the concept, then a rigorous scale-development procedure based on multiple empirical studies, with a total of 1,655 respondents. The article shows that CEO brand image is an independent construct that differs conceptually and empirically from CEO familiarity, corporate brand image, corporate brand reputation, and product brand awareness. It also reveals that in social-media advertising contexts, CEO brand image predicts the advertisement9s credibility and also mediates the relationship between the advertisement9s credibility and two antecedents: CEO brand familiarity and consumer attitude toward social-media advertisement.