In this study, the current issues of athlete brand management are discussed and the
construct of athlete brand image is conceptualized. A conceptual model of athlete brand …

Technology has provided consumers with the means to control and edit the information that
they receive and share effectively, especially in the online environment. Although previous …

Travel decision making has been extensively studied. Various models and theories have
been proposed to explain tourist behavior. Taking a new approach, this study applied the …

In light of the increasing interest in hedonic aspects of consumer behavior, it is clear that
consumer taste plays a critical role in judgment and decision making, particularly for hedonic …

Existing literature indicates that replication and extension studies are crucial for
advancement of knowledge and establishing external validity of earlier work. In this study …

The aim of this study is to investigate interaction effects between branding strategy (new
brand versus established brand), advertising execution strategies (informational, positive …

Purpose–This paper aims to contribute critical discussion about the role of expectations and
anticipation in subsequent satisfaction by incorporating anticipated emotions into a model to …

Drawing from dual-process theories, this paper examines how generic design factors
influence consumer price expectation with judgments of attractiveness and quality as …

Previous studies suggest that the presentation of an advertisement largely determines how
well consumers receive the message. Video games have many elements that make them …

Purpose The symbolic value of wine is a relevant research topic and raises the interest in
studies in both the enological and market areas. In this context, this study aims to …