The importance of ethical behavior to an organization has never been more apparent, and in
recent years researchers have generated a great deal of knowledge about the management …

This article develops a conceptual framework of roles in marketing relationships. Drawing on
emerging theory from economic sociology and notion of decision “logics,” the authors …

How do consumers react when brands take a stand on controversial socio-political issues?
The results from a series of studies, involving both unknown and well-known brands, show …

In response to a top ten global consumer trend, firms are increasingly introducing
environmentally sustainable (“green”) new products. Firms allocate significant resources to …

This study examines the relative effect of two types of scarcity messages (limited-quantity
and limited-time) on consumers' purchase intentions. The moderating influence of brand …

There has been little research on how market disruptions affect customer–brand
relationships and how firms can sustain brand loyalty when disruptions occur. Drawing from …

It has been known for some time that consumers' identities influence purchasing decisions
and people form strong identity connections, or “links,” with products and brands. However …

Consumers frequently express themselves by posting about products on social media.
Because consumers can use physical products to signal their identities, posting about …

In several studies, the authors examine the potential to leverage a consumer's moral identity
to enhance brand and company identification and promote goodwill through community …

The Psychology of Advertising offers a comprehensive exploration of theory and research in
(consumer) psychology on how advertising impacts the thoughts, emotions and actions of …