Emotions have a compelling and strong effect on individuals actions and behaviours. They
are elicited in consumers during the decision‐making process through brand‐related stimuli …

As brands increasingly engage in activism, it is critical they communicate messages that
their target audiences perceive as authentic to reinforce their consumer-brand relationships …

Research in psychology has shown that even routinely experienced everyday objects such
as brands can trigger cognitively engaging, emotional, and socially meaningful experiences …

Although most research on consumers' choices, and resulting insights, have focused on
choices that consumers make solely for themselves, consumers often make choices for …

Purpose Due to increasing use of the Internet to purchase products, this article aimed to
investigate how poor experiences during online purchases lead consumers to perform …

The goal of this research is to develop and validate a multi-dimensional scale measure of
brand fidelity. This paper reports the rigorous process of scale development, through two …

Quantitative consumer research papers (ie, papers relying on experiments, surveys, or
secondary data) tend to be written using a deductive reporting template. Articles begin with a …

Shared consumer decisions, particularly those made with a relationship partner, can be very
different from decisions that are made alone. Across multiple studies, we investigate how …

Greenwashing leads to consumer skepticism of all green products as well as doubts about
company claims regarding sustainability. However, the understanding of how to regain …

Individuals often evaluate, purchase, and consume brands in the presence of others,
including close others. Yet relatively little is known about the role brand preferences play in …