Emotions have a compelling and strong effect on individuals actions and behaviours. They
are elicited in consumers during the decision‐making process through brand‐related stimuli …

Research on the effect of consumption on self-esteem is relatively scarce and related
evidence is fragmented. We review articles from the literature on consumption, advertising …

This article discusses the past, present, and future of brand research. We begin by reviewing
three historical eras of branding development in the past: the information, attribute, and …

The study aims to investigate the role of financial well-being of the investor on psychological
fitness of clients and organizations in the emerging financial markets of India. A survey was …

Purpose This study aims to explore the role of brand personality traits in explaining how
different levels of brand favorability evoke affect from and forge connections to consumers …

Marketing placebo effect on consumption of reduced-sugar labeled products | Emerald Insight
Books and journals Case studies Expert Briefings Open Access Publish with us Advanced …

Although personal control is a fundamental human need, research has not yet systematically
examined how it functions in consumer and marketplace settings. This article reviews and …

Purpose This paper aims to explore and compare the roles of brand's experiential and
transformational benefits in formation of consumer-brand relationships. Focusing on …

We argue that moral disgust toward counterfeiting can degrade both the efficacy of products
perceived to be counterfeits and that of genuine products resembling them. Five studies …

Purpose This paper aims to explore the relationship between brand functionality and
consumer-based brand equity. Design/methodology/approach A mixed-methods approach …