... at Link to the terms of the CC BY 4.0 licence. Branding Co-branding Ingredient co-branding Controversial products Consumer behaviour Consumer neuroscience Eye tracking Marketing research has consistently shown that brand strength shapes consumers’ willingness to adopt new products...

... Licensed re-use rights only Luxury branding Product design Sustainability Brand heritage Design management Consumer behaviour PLS modelling In design-intensive product categories, firms use product design to create value through attributes such as aesthetics, function, ergonomics (Jindal...

... determinant of consumer behaviour (Dhandra, 2020 ; Iyer et al., 2020), may play a key mediating role, particularly in the context of idols and celebrities: the emotionally charged, identity-relevant relationships fans often form with their idols can significantly influence their self-perception...

... or affective country image. © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Consumer behaviour Uni/ambivalent cognition-affect Cognitive country image Affective country image Cognitive judgment Country of origin Affective evaluation Behavioural...

... online (Dominici et al., 2021), especially for older customers (Kvalsvik, 2022). Online buying behaviour E-commerce Electronic word-of-mouth (eWOM) Consumer behaviour Brand image Consumer brand congruence Purchase situations Situational context The internet has fostered...

... Consumer behaviour Conjoint analysis Corporate branding Brand architecture Hedonic and utilitarian consumption Consumer needs are among the most commonly used variables in segmenting consumer markets and differentiating brands (Keller and Swaminathan, 2020 , p. 78). In such a “needs-based...

... the literature. All of these dominant theories focus on consumer behaviour; the other theories that have been used sporadically have mostly been the focus of business-to-business studies (e.g. social exchange, absorptive capacity, coevolution, path‐goal theories) (Cash, 2020). Most studies on PD have...

... brands in isolation and holistically examine sponsorship effectiveness. The study contributes to knowledge on both attitudinal and actual behavioural outcomes of sponsorship activation in a competitive environment. Retailing Consumer behaviour Brand image Sponsorship Brand choice Based...

... Scale development Consumer behaviour Brand love Consumer-Brand relationship Inter-cultural comparison Over the past decades, brand love has been evolving as an important marketing concept. Fournier (1998) was one of the first authors to offer a theoretical context through which researchers...

...@hsu.edu.hk 23 06 2018 06 12 2018 01 05 2019 24 06 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Advertising Experimental design Brand communication Consumer behaviour Brand awareness Product placement...

... consumer vanity and luxury consumption. The results of the study provide important implications for academicians and practitioners in the field of luxury. Mediation SEM Regression analysis Consumer behaviour Social status Luxury branding Prestige Luxury consumption Brand consciousness...

.... Joana César Machado can be contacted at: jcmachado@porto.ucp.pt 27 10 2017 20 04 2018 11 07 2018 22 07 2018 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Design Consumer behaviour Brand logo Cross-countries research...

... 2018 15 01 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Counterfeiting Consumer behaviour Qualitative research Counterfeits Brand choice Genuine brands Original brands SES Groups The remaining of the article...

... for this effect are identified. Roseann Viscomi Hassey can be contacted at: hasseyrv@ucmail.uc.edu 01 09 2017 21 01 2018 09 09 2018 01 12 2018 11 12 2018 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Consumer behaviour...

... of resistance and questions the limits of such behaviors. © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Perceived risk Qualitative research Ethnography Consumer behaviour Consumer resistance Cause related marketing Anti-branding “The day we...

... for understanding healthy food consumption (Ruddock and Hardman, 2018) and consumer behavior in an environmental friendliness context, such as consumers’ use of doggy bags in restaurants (Sirieix et al., 2017). In a similar fashion, Wonneberger (2018) investigated the processes of guilt arousal...

... of using advergames with children on products high in fat, salt and/or sugar. © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Obesity Ethics Children Consumer behaviour Consumer protection Advergames Consumer ethics Video games Brand choice...

... Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Generation Y Consumer behaviour Product innovation Consumer empowerment Purchase intention New product development Innovation adoption Product complexity Companies have recently begun to realize...

... Brand name Consumer behaviour Product management Brand alliances Statistical analysis Corporate brands About two decades ago, Balmer (1995) introduced the notion of corporate brand management. A corporate brand is a name, logotype or trademark defining the organisation that will deliver...

...@bentley.edu © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Perceived value Price fairness Consumer behaviour Relational identity Imagine you have just bought a camera. While chatting with a friend, you learn she had just bought the same camera...