In response to high‐profile calls, and the apparent demand from consumers, brands in a
wide variety of categories have sought to define, articulate, communicate, and act according …

Pain of payment is the negative psychological affect consumers experience when they
become cognizant that they have lost a certain amount of their financial resources …

Underpinned by brand placement literature, associative network theory, and narrative
transportation theory, this research examines how meme marketing types (brand prominent …

Narrative advertising enhances advertisement (ad) and brand evaluations from consumers.
However, how the narrativity level of the ad impacts these evaluations is less clear. This …

Purpose Fierce competition among over-the-top (OTT) platforms has rendered branding a
precondition for consumer appeal. This study proposes a new structural equation model for …

Consumers' stories, which reveal the interactions between consumers and brands from the
perspective of consumers, are increasingly prevalent in advertisements and service …

Enhancing user and provider experience are central tenets of value-based healthcare.
Gaining access to personal and distinct experiential knowledge is the first stage of an …