Brand Anthropomorphism (BA) is gaining prominence in both marketing research and
practice. Researchers have often used different perspectives for studying humanized …

Visual perception is essential to marketing practice and theory. Based on literature in
marketing and related fields, this article develops a conceptual framework comprising five …

Despite the hype surrounding Artificial Intelligence (AI), the potential of AI in customer
relationship management (CRM) remains underexplored in academia. A between-subjects …

Across three studies, this research examines how marketers can capitalize on their brand's
standing in the marketplace through strategic logo placement on their packaging. Using a …

With the rising popularity of the Internet of Things (IoT), increasingly more customers are
enjoying personalised, autonomous, and optimised services provided by smart and …

Brand leaders possess tremendous agency, with the ability to shape a sweeping variety of
outcomes. Does this fact confer psychological value to consumers? We posit that external …

Despite the moral gravity and far-reaching consequences of ethical judgment, evidence
shows that such judgment is surprisingly malleable, prone to bias, informed by intuition and …

Wherever consumers envision faraway locations, remember the past, predict the future,
consider the perspective of others, or entertain remote possibilities, their minds extrapolate …

Consumers strongly prefer brands that resonate with their own self-concepts, life tasks,
themes, and concerns; in response, brands increasingly seek to connect with multiple …

Unsafe visitor behaviors jeopardize their safety and destination sustainability, urging
effective tourism safety communication to foster compliance. Utilizing construal level theory …