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In the 21st century, luxury marketing increasingly utilizes “masstige marketing” as a strategic
approach. This approach combines luxury and mass brands and targets middle‐class …

The COVID-19 pandemic and the accompanying economic downturn have dramatically
impacted the lives of consumers around the world. From a conceptual perspective, such …

Abstract The consumer Internet of Things (IoT) has the potential to revolutionize consumer
experience. Because consumers can actively interact with smart objects, the traditional …

Numerous research studies and corporate press releases highlight the potential of a new
form of wearable device appearing on the technology landscape: augmented reality smart …

This article introduces a new dimension of consumption as liquid or solid. Liquid
consumption is defined as ephemeral, access based, and dematerialized, while solid …

How is consumer desire transformed by contemporary technology? Most extant theory holds
that technology rationalizes and reduces passion. In our investigation of networks of desire …

Recent consumer research has examined contexts where market-based exchange, gift-
giving, sharing, and other modes of exchange occur simultaneously and obey several …

Suppose that you wanted to understand the changing meanings of the greeting cards in
twenty-first-century London. You are particularly concerned with these meanings and uses …

Taste has been conceptualized as a boundary-making mechanism, yet there is limited
theory on how it enters into daily practice. In this article, the authors develop a practice …