1. Department of Business Administration, Marketing Laboratory MARLAB University of Macedonia Thessaloniki Greece
2. Department of Marketing and Sales IÉSEG School of Management Paris France
3. Graduate School of Business, University of Puerto Rico San Juan PR, USA
4. Henley Business School, University of Reading Reading UK
5. Department of Marketing, Operations and General Management Iscte‐Instituto Universitário de Lisboa and Business Research Unit (BRU‐IUL) Lisbon Portugal