... at: micpinelli@gmail.com 15 11 2017 31 07 2018 07 01 2019 24 01 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Religion Consumption Brand communities Psychology of religion “Is religion outdated...

...Deirdre G. Snyder; Kevin P. Newman Purpose The purpose of this paper is to examine the role of belonging to brand communities in improving consumer well-being and brand evaluations. Design/methodology/approach Two studies were conducted. Study 1 manipulates the framing of a brand to be either...

..., this chapter explores the following specific issues related to consumer targeting: the behaviour of especially influential (such as teens) and emerging (such as seniors and minorities) segments; the identification and process of opinion leadership; brand communities; and consumer relationships with brands...