Thirty years ago, Hirschman and Holbrook (1982) advocated greater attention to hedonic
consumption and the myriad ways in which consumers seek pleasure and enjoyment. A …

Measuring and understanding brand image is crucial for both branding research and
practice. Empirical studies focusing on brand image reveal a large number of techniques for …

Although Western economies have not yet transitioned out of crisis, the luxury sector is
growing again, especially at the high end. In emerging countries, the luxury sector's …

Growth is the biggest challenge for a luxury brand in that volume dilutes the brand cachet. In
addition, it violates the credo of rarity on which the luxury sector is originally based. This …

Underpinned by art infusion theory, this present research examines the effect of art infusion
on brand attitudes under different brand conditions (ie pro-environmental luxury brands and …

Given the high failure rates of brand extensions, insights into the drivers of brand extension
success are critical for marketing practitioners and scholars. Prior research has inferred that …

A sizable research stream in marketing finds that a strong fit between a brand extension
product and its parent brand encourages positive consumer responses. Yet this large body …

Packaging design as a medium for brand communication has a strong impact on the point-of-
purchase decision. Therefore, marketers need a keen understanding of how packaging …

Our research develops a framework that explores how to fuel the climate movement by
accelerating grassroots, community‐based climate action. Drawing on insights from …

Constructive and ecological theories of perception raise questions about whether visual
perception is inherently data‐driven (bottom‐up) or interpreted in terms of higher‐order …