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 …

Purpose Social media platforms are changing the way consumers and celebrities engage.
This research aims to better understand how and why consumers use social media to …

Social comparison theory provides valuable insights into how individuals assess themselves
by comparing various facets of their lives to others. This theory offers a framework that helps …

This study builds on the growing literature of social media and brand authenticity literature
through an exploration of the impact of Instagram images' expressive facial and visual …

This research furthers our understanding of brand authenticity by conceptualising and
measuring relational authenticity as brands being true in their relationships with consumers …

Purpose The increased practitioner and academic interest in negative brand phenomena
highlight the need for the development of practical scales to be used for empirical …

It is by being irrelevant, untimely, and dislocated, by being abstract, that the new is brought
into existence, that creation and invention insert their surprise into the everyday and the …

Masstige marketing has gained considerable attention in the recent past as a theoretically
significant and practically relevant concept. Masstige strategy encompasses all those …

This research investigates the mediating role of perceived brand authenticity (PBA) between
brand experience (BE) and brand love (BL) of global high-tech brands Apple and Samsung …

This research examines how the country of origin (national vs. foreign) affects the relation
between corporate social responsibility (CSR) and consumers' willingness to pay and …