... and one field study explore the effects of religious brand name priming on brand morality perceptions and self-brand connection, and the downstream consequences on consumer responses including brand attitude, purchase intention and actual behavior. Findings Religious brand names prime brand morality...

... on the future of field experiments in marketing research. Research limitations/implications This study provides a complete roadmap for future marketing scholars to adopt field studies in their research plans. The systematic summary of limitations and the checklist will be helpful for the researchers...

... field studies (N = 1,312) to test whether salesperson‐customer proximity influences consumers’ purchase behavior and store loyalty. Moreover, we investigated whether the short-term effects on purchase behavior were moderated by the extent to which the consumption context had a clear connection...

... to spectators' consideration sets, with and without the explicit memory that the brand is a sponsor. Design/methodology/approach – A field study involved 1,084 visitors to a tennis tournament. For the control group (n=276), the interviews took place before the spectators entered the stadium...