... 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...

... 2024 04 07 2024 04 07 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Product design Gender studies Sustainability Consumer behavior Packaging In general, visual design plays a crucial role in consumers’ decision-making...

... production in the sustainability branding field From the set of 5,160 keywords, a pool of 388 terms occurred four times or more and were extracted for analysis. Based on their occurrence frequency, the leading topics are CSR, sustainable development, consumer behavior, brand equity, social...

... Purchase intention Consumer behavior International marketing Consumer–brand identification PBG/PBL Underdog brand positioning As global markets expand and diversify, consumers around the world have more opportunities to choose between both foreign and domestic brands (Davvetas et al...

... 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 may be seen at http://creativecommons.org/licences/by/4.0/legalcode Trust Consumer behavior Expertise Abstract/concrete product...

... at: mansigupta1424@gmail.com 21 04 2021 10 06 2021 08 11 2021 04 04 2022 30 08 2022 30 08 2022 Art infusion phenomenon Conceptual model Stimulus-organism-response Consumer behavior Purchase intention Artification Art-based management approach Marketing 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...

..., it explores the emotional factors that drive rivalries beyond the associations found in current research. Second, it contributes to the consumer behavior and branding literature by exploring the potential effects of brand rivalries on consumer choices. Rivalries are prominent in interpersonal...

.... Hongjoo Woo can be contacted at: h_woo@yonsei.ac.kr 05 11 2020 29 03 2021 18 05 2021 29 06 2021 Fashion marketing Message framing Consumer behavior Product management Smart clothing Brand name © Emerald Publishing Limited 2021 Emerald Publishing Limited...

...-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...

.... Researchers have investigated several aspects of luxury branding and consumer behavior, such as meaning of luxury (Kapferer, 1998 ; Nueno and Quelch, 1998 ; Brun and Castelli, 2013), cross-cultural perceptions of luxury (Dubois et al., 2001 ; EngandBogaert, 2010 ; Wiedmann et al., 2007...