Highlights•Strong, positive relationships are not as frequent as marketers would like.•The
formation of strong bonds brings unanticipated risks for consumers and brands.• …

The dialogue between social perception and consumer–brand relationship theories opens
new opportunities for studying brands. To advance branding research in the spirit of …

Brand Management: Mastering Research, Theory and Practice is a valuable resource for
those looking to understand how a brand can be conceptualized and thus managed in all its …

This article endeavors to advance research on the cultural resonance of brands by building
bridges between branding scholarship in the consumer psychology tradition and interpretive …

Purpose This study aims to propose increasing the number of dimensions around current
intergenerational influence (IGI) construct and renaming it to intergenerational brand …

Relations between channel member organizations are not the only relationships of
importance in channels research. Significant relationships also exist between channel …

Identity formation is a crucial part of child development. Children attempt at a very early age
to understand their place in the world as unique individuals. With age, children develop …

ABSTRACT Traditional Big Top Circus has experienced a decline in popularity due to
changing attitudes to its former elements and to the competition from other accessible forms …

Zusammenfassung Der verhaltenswissenschaftliche Ansatz des Marketing und die
Konsumentenforschung im engeren Sinne untersuchen das beobachtbare „äußere “und das …

Companies strive to establish a relationship between brands and consumers that is as
intensive and long-lasting as possible. However, the multifaceted relationships which …