Social exchange theory (SET) is a leading sociopsychological theory that has enriched
understanding of consumers' behavior. In this study, we examine application of SET in …

Brands are moving towards the Metaverse (3D immersive virtual spaces), where the growth
of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid …

Augmented reality (AR) has proven to be a potential source of disruption in the marketing
discipline. Abundant research has attested to AR's potential by exploring the impact of AR …

As climate change continues, environmental sustainability has become a popular topic
among brands and consumer groups. The fashion industry has detrimental impacts on the …

Consumption of luxury generates both psychological benefits and costs to consumers. The
current work scrutinizes social costs of luxury goods consumption, namely how luxury brand …

In general, experiential purchases have been found to make people happier than material
purchases. However, previous research has ignored a crucial issue—the importance of the …

Despite efforts to study counterfeit consumption, little is known about consequences of such
behavior for social perception, particularly how consumers who purchase counterfeit …

Researchers have shown a growing interest in the effects of consumer brand engagement—
a psychological construct that describes the type of relationship between the consumer and …

While the significance of self-esteem in various consumer behaviors has been well
recognized, there is still a noticeable research gap in understanding its specific …

Purpose This paper aims to use the cognitive appraisal theory to investigate the effects of
brand engagement and materialism on the positive emotions of joy and excitement evoked …