Brand identity helps customers to identify, as well as distinguish alternative competitive
brands. If there is a consistent marketing strategy and consistent messaging, brand identity …

The availability of social media-based data creates opportunities to obtain information about
consumers, trends, companies and technologies using text mining techniques. However, the …

The valorization (ie, exploitation, enhancement, upcycling or general re-use) of products at
the end-stages of their lifecycle is a key aspect of waste management in most industrialized …

Consumer subversion refers to consumer acts that are intended to impede the ability of
marketers to develop and implement a marketing strategy, including market segmentation …

This study builds on the Circular Economy paradigm which recognises consumers as key
stakeholders in extending textiles' lifespan. The paper unfolds how consumers engage in …

New creative paradigms are emerging where digital consumer communities become
endeavours for the cocreation of value. This paper contributes to consumer innovation …

At the present time, an effective methodological toolkit has not been developed to manage
economic processes in modern conditions in order to ensure the sustainable economic …

The creative reuse of products at the end of their lifecycle has the potential to effectively
mitigate consumer waste and promote sustainable practices. This study aims to leverage the …

Purpose This study investigates the impact of open branding on consumer brand attitudes,
as mediated by brand warmth and brand competence, and moderated by power distance …

Intertwining users' engagement with the development of new products is becoming
increasingly important for improving the products' performance. Therefore, a method to …