All Outputs (2)

Does size matter? An exploration of the role of body size on brand image perceptions (2015)
Journal Article
Watson, A., Lecki, N. K., & Lebcir, M. (2015). Does size matter? An exploration of the role of body size on brand image perceptions. Journal of Product and Brand Management, 24(3), 252-262. https://doi.org/10.1108/jpbm-05-2014-0616

Purpose This paper aims to investigate the role of body size on female consumers’ fashion brand image perceptions. Design/methodology/approach An experimental design was used whereby the model’s body size in a fictitious advert was digitally man... Read More about Does size matter? An exploration of the role of body size on brand image perceptions.

Entrepreneurial tendencies in franchising: Evidence from the uk (2015)
Journal Article
Lola Dada, O., Watson, A., & Kirby, D. (2015). Entrepreneurial tendencies in franchising: Evidence from the uk. Journal of Small Business and Enterprise Development, 22(1), 82-98. https://doi.org/10.1108/JSBED-11-2011-0021

Purpose In spite of the important contributions of franchising to many economies, it remains unclear whether it truly provides a scope for entrepreneurial tendencies to flourish amongst franchisees. The purpose of this paper is to examine the debate... Read More about Entrepreneurial tendencies in franchising: Evidence from the uk.