Research studies on brand transgression (BT), service failure and recovery (SFR), and
product-harm crisis (PHC) appear to have a common focus, yet the three streams developed …

We review a growing body of research in consumer behavior that has examined when
consumers humanize brands by perceiving them as like, part of, or in a relationship with …

Text-based chatbots are being touted as a disruptive innovation with unprecedented
business potential. However, frequent failures in human–chatbot conversations have led to …

Virtually no research has examined the role of emoticons in commercial relationships, and
research outside the marketing domain reports mixed findings. This article aims to resolve …

The researchers investigate how corporate social responsibility (CSR) affects customer
response following service failure within the context of buyer–seller relationships. A series of …

Drawing on regret theory and the product-type literature, it is argued that emotions elicited
during hedonic product consumption reduce the negative consequences of regret and brand …

Purpose Through activism, brands participate in the sociopolitical controversies that shape
society today. Based on social identity theory, this study aims to examine the moderating …

Little empirical consumer research has focused on the decoding of conspicuous symbolism,
that is, the inferences consumers make about others' conspicuous consumption. Grounded …

Full automation and self-service technologies have become popular in service marketing.
However, customers often face multiple issues when dealing with self-service technologies …

The role of fellow customers in webcare remains underexplored in the literature. To address
this gap, the current study examines how observers perceive and react to a retailer's …