...Doha Saleh Almutawaa; Hamad AlWazzan; Doha Husain Makki AlJuma Purpose This study aims to deepen understanding of extended self theory by examining the role of social relationships in identity construction within Eastern cultural contexts. Specifically, it explores how social relationships shape...

...Jane Susannah Priest; Christopher A. Dodd; Laura Galloway Purpose Understanding sustainable consumption is essential for responsible marketing and societal wellbeing; motherhood identity transitions provide a relevant and novel context for exploration, as mothers are influential agents...

...Pradeep Kautish; Arpita Khare Purpose This study aims to examine cosmopolitanism, global social identity, green peer and social media on green apparel knowledge and sustainable fashion perception. Further, it explored the mediating effect of green apparel knowledge and sustainable fashion...

...Bénédicte Bourcier-Béquaert; Corinne Chevalier; Gaëlle Marie Moal Purpose This study aims to examine how exposure to female models in advertisements can create identity tensions in senior women and how they manage the comparison and develop different adaptation strategies to deal...

...Veronica L. Thomas; Christina Saenger Purpose The purpose of this paper is to examine the conflict between consumers’ need to spread word-of-mouth about brands to express identity and the motivation to protect identity-linked brands from outside adoption that could dilute the brand’s symbolic...

... differences in bicultural consumers from a majority-minority status are reviewed and formulated as hypotheses, and a survey is used to collect quantitative data from a stratified random sample. Findings A 2 (cultural identity vs felt ethnicity) × 2 (English brand name vs Japanese brand name) factorial...

...Tilottama Ghosh Chowdhury; Kalpesh Kaushik Desai; Lisa Bolton Purpose – The purpose of this research is to address an important gap in identity research – how does consumer identity affect satisfaction following an unambiguous product experience. Design/methodology/approach – Two...

...Reto Felix Purpose The purpose of this study is to understand consumers' product use, practices, identity, and brand meanings in the context of a brand community dedicated to a mainstream Japanese motorcycle brand. Design/methodology/approach A qualitative research approach was used...