... Jie Xiao jayhsiaojiexiao@gmail.com 27 11 2025 31 03 2026 28 05 2026 28 05 2026 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Brand purpose Brand authenticity Co-creation Community attachment Consumer behavior...

... to the original publication and authors. The full terms of this licence maybe seen at Link to the terms of the CC BY 4.0 licence. Brand activism Consumer behavior Identity fusion Brand relationships Perceived authenticity Perceived hypocrisy Word-of-mouth (WOM) In moments of social upheaval...

... works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence maybe seen at Link to the terms of the CC BY 4.0 licence. Brand activism Consumer behavior Consumer–brand relationships...

... 2025 25 07 2025 06 10 2025 26 10 2025 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Brand transgression Experimental design CSR Consumer behavior Moral licensing Brand forgiveness Brand attitude Today’s...

... positivity Brand defense Brand coolness Brand preference Brand identification Delphi study Consumer behavior National Social Science Fund of China 23CGL078 Foreign Experts Research Project H20240426 The study is supported by National Social Science Fund of China (23CGL078...

... Brand attitude Risk management Belief congruence Consumer behavior Social marketing CSR Message framing Traditionally, companies avoided sociopolitical stances, fearing reputational damage (Hydock et al., 2020). Modern brands increasingly engage in brand activism, using corporate...

... Emerald Publishing Limited Licensed re-use rights only Consumer behavior Celebrity endorsement Brands Product categories Food products The company Kellogg’s advertised its brand Frosted Flakes cereals with the image of the Olympic swimmer, Michael Phelps, on the package; the singer...

... of cognitive versus affective mechanisms in shaping consumer responses to design sustainability. Product design Gender studies Sustainability Consumer behavior Packaging Recently, sustainability has become an increasingly important topic for firms as well as consumers (Szabo and Webster, 2021...

... 28 11 2023 © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Branding Sustainability Bibliometric analysis Consumer behavior Brand communication Corporate branding Brand image Social responsibility Consumer–brand relationship Green...

... of literature exists on PBG/PBL perceptions in relation to consumer behavior (Davvetas and Halkias, 2019 ; Diamantopoulos et al., 2019 ; Liu et al., 2020 ; Mandler, 2019 ; Sichtmann et al., 2019 ; Tsai et al., 2021 ; Winit et al., 2014). The current research...

... et al., 2022). Trust Consumer behavior Expertise Abstract/concrete product descriptions Benefits vs attributes Consumer mindsets Product communication M31, D91, D11 © Wojciech Trzebinski, Piotr Gaczek and Beata Marciniak. 2022 Wojciech Trzebinski, Piotr Gaczek...

... 04 04 2022 30 08 2022 30 08 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Art infusion phenomenon Conceptual model Stimulus-organism-response Consumer behavior Purchase intention Artification Art-based management...

... to the time-sensitive nature of the pandemic research, further studies could not be conducted to understand the implications of other variables, beyond demographics that influence consumer behavior during a crisis. A future research direction is to understand how other psychological variables or traits...

... Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Emotions Consumer behavior Brand attitudes Brand relationships Brand identification Consumer psychology Injustice Brand rivalries Resentment Rivalries Rivalries are prominent in interpersonal...

... 05 11 2020 29 03 2021 18 05 2021 29 06 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Fashion marketing Message framing Consumer behavior Product management Smart clothing Brand name According to the cue...

...-of-package claims on consumer behavior and benefits marketers in determining effective front-of-package messages for product promotion. H1. A unique absence-focused claim (versus non-unique variant) will result in higher perceptions of product quality. Offering variety is an important...

... behavior Brand evaluation Product quality Information processing Consumer psychology Table 1 Preliminary analysis of a dog image on the dog food package f (%) Dog image availability (n = 684) Dog image presented 572 (83.63%) Dog image unavailable...

... awareness Consumer behavior Marketing strategy Cross-cultural research Focus groups Cultural branding National brands Brand heritage Celebrity branding To examine our thesis that cultural branding can occur through a cultural icon and an associated myth, we examine two “iconic national...

...-based perspective, two fields of literature are developed: symbolic interactionism and consumer–brand relationships, with a focus on the child–brand relationship literature. © Emerald Group Publishing Limited 2016 Self-esteem Consumer behavior Qualitative research Socialization Children...

...Georgios Halkias Purpose – This paper aims to review the notion of schemata in consumer behavior, placing particular emphasis on the conceptualization of brand knowledge, and illustrate how schema theory may act as a unifying conceptual framework to study what consumers know about products...