The purpose of this paper is to provide a systematic review on the intertwining of family
business and consumer behaviour literature. Leveraging bibliometric software, we …

The conceptualization of self‐congruity is more than five decades old. However, the
research on its effect on consumer behaviour is still evolving, ensuing the literature …

The aim of this study was to examine the role of “avatar” in the metaverse, specifically, by
exploring how appearance similarity with an avatar affects virtual product purchase …

Understanding customer engagement outcomes in mobile applications is essential for the
success of firms. The present study examines a model to comprehend customer …

Today's civilization faces serious challenges related to sustainability. Without the support of
society, organizations can no longer continually build their enterprises. The pressure of …

Brand authenticity has attracted the growing attention of academics and practitioners for two
decades. This study contributes to brand management literature by empirically investigating …

In recent times, ethical consumerism has motivated firms to behave ethically to garner
various benefits for their brands. More specifically, firms have become more conscious of …

While prior research suggests that facial expression influences consumer behavior, it
remains unclear under which conditions specific emotional expressions on social media …

Preserving brand identity is a major challenge faced by B2B brand managers. This study
makes a unique contribution by investigating how to protect brand identity in the B2B context …

Narrative storytelling, a cornerstone of narrative persuasion theory, plays a crucial role in
nurturing robust consumer-brand relationships. Understanding persuasive narratives within …