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 …

Purpose–This inquiry aims to contribute to the literature on the historical developments that
have influenced the origin, uses, and meanings of branding. Design/methodology/approach …

Social media allows people to freely interact with others and offers multiple ways for
marketers to reach and engage with consumers. Considering the numerous ways social …

Retail is rapidly evolving to construct virtual environments for consumers. Online product
images, videos, and virtual reality (VR) interfaces enliven consumer experiences and are a …

Why are men less likely than women to embrace environmentally friendly products and
behaviors? Whereas prior research attributes this gender gap in sustainable consumption to …

Scarcity tactics are an essential tool for marketers. Cues that signal the current or potential
unavailability of a product generally enhance its value and desirability and in turn increase …

Purpose The market for luxury is growing rapidly. While there is a significant body of
literature on luxury goods, academic research has largely ignored luxury services. The …

Prior research offers competing predictions regarding whether an initial token display of
support for a cause (such as wearing a ribbon, signing a petition, or joining a Facebook …

Although the influence of identity on consumer behavior has been documented in many
streams of literature, the absence of a consistent definition of identity and of generally …

By 2011, approximately 83% of Fortune 500 companies were using some form of social
media to connect with consumers. Furthermore, surveys suggest that consumers are …