Over-consumption and a throwaway culture contribute to increased textile waste, which is a
growing environmental concern. Collaborative consumption may encourage the reuse of …

Purpose The topic of brand personality (BP) has received extensive research attention in the
last 2 decades, with a particular focus on examining its antecedents and consequences …

Purpose The purpose of this paper is to provide insight into the relationship between
consumer personality traits and consumer engagement (CE) in the online brand community …

This has long been the one book that students can rely on to get them thinking critically and
strategically about branding. This new fourth edition is no exception. THE definitive …

Purpose Aaker's brand personality scale (BPS) published in 1997 has revived hitherto
sluggish interest in brand personality research. With time, the BPS, most cited work in brand …

Depending on the improvements of information technology e-commerce and e-marketing
have become very important concepts, making online shopping very popular. As a result of …

This study aims to investigate negative consumer‐brand relationships by developing a
“Brand Hate” concept. A hierarchical Brand Hate model is theoretically discussed in light of …

Purpose Drawing on service logic, the authors investigate how value cocreation leads to
evangelical brand-related behaviors (brand defense and brand advocacy). The authors …

Purpose Augmented reality (AR) apps offer a great opportunity for brands to provide better
service to customers by creating augmented customer service. However, not every AR app …

Marketers have increasingly employed positioning strategies to appeal to either global or
local consumer cultures. However, little is known about the characteristics of consumers …