Drawing on regret theory and the product-type literature, it is argued that emotions elicited
during hedonic product consumption reduce the negative consequences of regret and brand …

Rapid growth and urbanizing populations are transforming Africa, despite environmental
turbulence, uncertainty and relational complexity. Research highlights how small firms rely …

Past research has delineated the use of celebrity endorsements as an effective marketing
strategy that bolsters brand image and stimulates purchase intentions. However, there is a …

Purpose Referring to transaction costs theory, resource based view and social exchange
theory, this paper examines the interplay between selected dimensions of suppliers' …

The expanding role of Asian firms in global supply chains has meant that their Western
counterparts need to be capable of transcending the East-West divide in their relational …

This research provides compelling evidence that consumer reactions toward symbolically
incongruent brand behaviors depend on their level of self‐brand connection. It challenges …

The current study develops a research model and explores the correlation between
customer sense of online betrayal, brand hate, and anti-brand activism. The outrage …

Purpose This paper aims to take stock of research done in the domain of relationship
marketing (RM). Additionally, this article aims to identify the potential areas of future …

Previous research on brand crisis has introduced the difference between a values-related
crisis and a performance-related crisis. Across two experimental studies, we extend current …

With the development of artificial intelligence technology, data support is increasing in
importance, as are problems such as information disclosure, algorithmic discrimination and …