The marketing literature is replete with the repeated use of traditional theories of behaviour,
such as 'the consumer decision model,'the 'theory of buyer behaviour,'the 'theory of …

Researchers have repeatedly applied the same models/theories to predict consumer
behaviour, whereas theories that have been extensively used to promote motivation are …

This three‐group between‐subjects experimental research investigates the extent to which
consumer engagement with a social media branded post is directly affected by individuals' …

This study examined the role of color in a luxury service setting. To understand the effect of
color, this study investigated how each dimension of color (hue, saturation, or value) …

Given the rise of marketing through social media influencers (SMIs), this study aimed to
investigate the influences of source credibility and content validity factors on followers' …

The fashion industry has expanded at the expense of the environment. Consumption and
environmental pollution both serve as a wake-up call to the global endeavour to adopt more …

Prior research has broadly captured consumers' green behaviour by linking it to either
intrinsic or extrinsic motives. Nonetheless, the detailed effects of middle‐ground motives (ie …

Virtual reality (VR) has become one of the most popular technologies in the context of
customization. However, little is known about whether, how and why the use of VR affects …

Consumption of masstige brands has emerged as an important research domain. This study
investigates the key determinants, mediators, and consequences of masstige brands as they …

Prior marketing investigations broadly capture brand passion by linking it to either intrinsic or
extrinsic motivation. However, the effects of specific extrinsic motives (ie, identified …