... that bolster such identity. Originality/value Rather than describing what happened during crisis situations, such as during the COVID-19 pandemic, this research focuses on understanding the why, i.e., what led consumers to behave more prosocially. This research is the first to formally introduce the desire...

...Manel Hakim Masmoudi; Arij Jmour; Nibrass ElAoud Purpose This study aims to examine different levels of consumer’s hybridity, which is gaining popularity during the current COVID-19 pandemic. Design/methodology/approach A qualitative approach was adopted using two main data collection methods...