Purpose The objective of this paper is to define a structural equation model (SEM) that
examines how fashion consumers' expectations of consumer brand engagement (CBE) …

The experience recommendation prescribes a disadvantage to material purchases,
suggesting that spending on experiential rather than material purchases makes people …

Although the marketing literature has extensively studied consumer‐brand identification,
scholars have not fully explored its well‐being benefits. Drawing from the social identity …

This paper investigates the relationship between firm crisis behavior and the resulting
consumer–brand relationship (CBR) response. Drawing from theoretical traditions in brand …

While recent research indicates that experiential purchases lead to greater happiness than
material purchases (ie, experiential advantage), we have a limited understanding of when …

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 …

The purpose of the current article is to propose the construction of ChatGPT as a green
evangelist (CGGE) and to develop and validate the CGGE scale using two independent …

While the significance of self-esteem in various consumer behaviors has been well
recognized, there is still a noticeable research gap in understanding its specific …

High‐skill activities—defined as those for which ability increases with practice over time—
tend to contribute more to well‐being than do low‐skill ones. Nevertheless, consumers may …

Previous studies have predominantly demonstrated that experiential purchases (EPs) yield
greater purchase-related happiness than material purchases (MPs), a phenomenon known …