The rise of social media platforms (SMPs) has increased information exchange, which can
influence social consumer fashion brand engagement (SCFBE). Although there is evidence …

Marketing scholars have developed a solid literature on servicescapes, the physical
environments where services are performed, delivered and consumed, with a particular …

This article synthesizes previous literature on consumption, surrounding matters of aesthetic
deliberation to offer a conceptual discussion of consumer-cultural aestheticization …

Purpose This paper aims to examine how visual elements used in packaging design relate
to diasporic consumer identity and influence aesthetic appreciation. Design/methodology …

Purpose This paper aims to investigate how and when visual referents in brand visual
aesthetics (ie colours, shapes, patterns and materials) serve as design applications that …

It is common for SMEs to include their employees' social media image and followers in their
brand development strategy. Thus, they consequently also make the social media image …

Objective: The COVID-19 pandemic has encouraged people to adopt healthier lifestyles, yet
available information remains scarce. Marketers often utilize advertising to educate the …

Marketing often relies on strong visual identity. Products and services are promoted via
images, corporate image commands increasing attention, and images of identity pulse …

Aesthetic innovation is crucial for significant general and SMEs in the food industry.
Furthermore, it can be emphasized that aesthetics is necessary for building a product's …

This paper reports on qualitative research that sheds light on online retail branding in the
bakery sector. This paper highlights owner-managers'(OMs) perceptions of branding, as well …