This research investigates what consumers in democratized luxury markets value when
purchasing luxury items. Nonetheless, these consumers have a limited budget and can not …

During Covid-19 lockdown, individuals experienced depression, anxiety, and demotivation
symptoms tremendously. Therefore, people had to develop coping mechanisms to improve …

The paper structures the recent literature on brand engagement into self-concept (BESC)
and its antecedents (ie materialism and status consumption). The research aims to define …

In most consumer brand engagement (CBE) scales, indicators of CBE refer to behaviors that
are related to social media or online brand communities. CBE also occurs beyond the …

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 …

Purpose The study uses the meaning transfer model to integrate celebrity advertising and
branding under the broad paradigm of celebrity–brand communication. Specifically, the …

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 …

Drawing on self-concept theory, the brand engagement in the self-concept (BESC) construct
assesses how consumers incorporate brands in their lives to reinforce their self-schema …

Online retailers are using technology to attract, engage and induce consumers to purchase
their products and services. Personalization is instrumental in two ways-First to understand …

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 …