.... Across five studies, this research investigates the effects of religious brand names on brand morality perceptions, self-brand connection, and downstream outcomes such as brand attitudes, purchase intentions and actual behaviors. By integrating experimental and field evidence, this research provides...

... that the packaging itself serves a function that actively helps users achieve their consumption goals and that supports the objectives consumers have in mind when using it. Design/methodology/approach To achieve the research goal, this study presents four between-participant experimental studies. In the studies...

...Alexandra Claudia Hess; Valentyna Melnyk Purpose The purpose of this study is to investigate whether, how and why gender cues influence brand perception and subsequent purchasing behaviour. Design/methodology/approach Across four experimental studies conducted online with either a convenience...