Consumers not only buy green products to fulfil their environmental values but also seek
product specific benefits from their green purchase. However, research predicting green …

Omnichannel retailing has revolutionized the way retailers create strategies for engaging
customers in making purchase decisions. Phygital is a new-age transformative form of …

The literature examining the influence of augmented reality (AR)-driven experiences on
consumer outcomes in retail is at an emerging stage, with little investigation conducted in …

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 …

During times of stress and challenging life events, individuals often seek co**
mechanisms to build resilience and manage emotional distress. Recently, Korean …

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 …

This study tackles the issue of how consumers might perceive luxury products' sustainability‐
focused communication. We compare consumers' reactions when luxury brands …

Purpose In today's world, retailers must embrace technological devices to provide fluid,
convenient and complete customer experiences. Therefore, combining the offline and online …