Though metaverse is gaining popularity as a highly interactive, immersive, and collaborative
3D virtual environment having the potential to enhance consumer experience in multiple …

This article critically examines the pervasive yet often-neglected influence of capitalism on
psychological processes and human behavior. While capitalist ideologies like neoliberalism …

Despite growing insight into customers' brand experience, its effect on brand evangelism, or
a customer's intense brand support behavior, remains tenuous, exposing an important …

This study explores two burgeoning aspects of marketing research; inspiration and
engagement, in the context of mass‐prestige brands; that is those brands that position …

Consumers' need for uniqueness (CNFU) has received much attention in identifying
intention for luxury consumption. This study investigates how the interplay of CNFU …

Rising income and the aspirations of the middle-class have resulted in the emergence of a
new category of luxury brands popularly known as “masstige brands”. Researchers have …

The increase in disposable income and the luxury aspirations of the middle-class have led
to the introduction of a new genre of luxury, known as masstige luxury. The extant research …

Purpose This study aims to investigate the role of middle-class consumers' need for
uniqueness (CNFU), consumer susceptibility to interpersonal influence (CSII), inspiration …

Luxury consumption has become a worldwide phenomenon. Irrespective of consumers'
need for uniqueness being considered as an important psychological factor impacting luxury …

Travel companionship is commonplace across tourism industries, with existing discourse
exclusively emphasizing positive downstream outcomes. However, limited studies have …