H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market
Drawing on social constructive perspective, this study bridges entrepreneurial decision-making and legitimacy underlying the micro-foundation of the market creation. I argue that the extent to which the market is legitimate depends on the alignment between entrepreneur's socio cognition of the market and consumers' perception of the market.
Hao Wang (2018) ,"H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 933-933.
Hao Wang, University of South Florida, USA
NA - Advances in Consumer Research Volume 46 | 2018
Q3. Academic Branding on Social Media: Examining the Influence of Personal Brands on the Professor-Student Relationships
Edita Petrylaite, Northumbria University, UK
Darija Aleksic, University of Ljubljana
Anchors as Midpoints: it’s not the Size of the Adjustment that Counts, it’s the Direction
Joshua Lewis, University of Pennsylvania, USA
Joseph P. Simmons, University of Pennsylvania, USA
Liminality, Portals, and Narratives of Transformation
Laetitia Mimoun, HEC Paris, France
Fleura Bardhi, City University of London, UK