... (a person’s feeling of loneliness). Category involvement, state anxiety, brand familiarity, past orientation and consumer age are included as controls. Findings The findings indicate that warmth and competence mediate the brand heritage consumer–brand identification relationship. In addition...

...). Originality/value Extant research indicates that a humanizing strategy backfires when the market has negative information about the brand. This research introduces types of negative information, as well as consumers’ loneliness as moderators and contributes to the literature in branding, business ethics...

...Máire O Sullivan; Brendan Richardson Purpose This paper aims to highlight the role of consumption communities as a self-help support group to ameliorate loneliness. The authors suggest that the self-help element of consumption communities has been overlooked because of a focus on communities...

...Wei Liu; Zhaoyang Guo; Rui Chen Purpose This study aims to examine how loneliness, romantic relationship status (single/non-single) and romantic attachment factors (sociosexual orientation index (SOI), satisfaction with current relationship) interactively affect conspicuous consumption. Design...