... 2026 07 07 2026 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Brand extension Category extension Co-branding Feedback effect Enabler Schema theory Brand identification Experimental design New product Consumer psychology...

... Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only AI disclosure Brand personification Social media Behavioral intention Consumer psychology Brand authenticity Corporate social responsibility Message styles Brand personification is a prevalent strategy...

... Consumer psychology Consumer typology Cluster analysis Reasoned Action Approach As the sociopolitical landscape has grown increasingly polarized, marketing scholars and practitioners contend that consumers expect firms to communicate their positions on salient issues (Fernandes et al...

...). Based on this foundation, we predict: Experimental design Quantitative methods Judgment and decision-making Advertising Marketing strategy Gender studies Consumer psychology Today, inclusivity in corporate marketing is not only a moral imperative, but also a strategic priority because...

... 2024 05 03 2025 14 04 2025 14 04 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only VR-based metaverse Eudaimonic well-being Brand experience Consumer psychology Perceived immersion Brand love Perceived ease of use SEM...

... 29 10 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Anthropomorphism Brand personification Brand role Consumer psychology Mortality threat Accidents, terrorist attacks, natural disasters, and media reports of disease...

... to design marketing campaigns considering different mindsets to generate customer citizenship behavior among customers. Originality/value This study provides new avenues in consumer psychology and behavior by unfolding the underlying mechanism through which mindsets lead to customer citizenship behavior...

.... The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode Consumer psychology Brand relationships Prototype analysis Consumer brand relationships Brands Relationships between brands and consumers are a powerful mechanism for achieving...

... Brand attitudes Brand relationships Brand identification Consumer psychology Injustice Brand rivalries Resentment Rivalries Brand rivalries are increasingly common in the marketplace. There are recent rivalries, such as Netflix vs Amazon, Apple vs personal computer (PC) and Instagram vs...

... 29 05 2020 01 06 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Brand identification Packaging Brand communication Consumer behavior Brand evaluation Product quality Information processing Consumer psychology A total...

.... and Mogilner , C. (2011), “ If money doesn’t make you happy, consider time ”, Journal of Consumer Psychology , Vol. 21 No. 2 , pp. 126 - 133 . Ahuvia , A.C. and Friedman , D.C. (1998), “ Income, consumption, and subjective well-being: toward a composite macromarketing model ”, Journal...

... mediation Price fairness Consumer ethics Experimental design Consumer psychology Behavioral pricing Fair process effect Fairness is a pivotal ethical principle governing seller–buyer exchange relationships (Spiller, 2000). Concerns for fairness are highly salient in the realm of pricing. Price...

... by Birdwell (1964) showed that a brand that supports the consumer’s self-image is likely to be viewed as favorable, leading Dolich (1969 , p. 80) to ask “does the ideal self-image indicate a dominant role in consumer brand choice?” Later research in consumer psychology has largely answered this question...

... Measurement Consumer psychology Anti-branding Marketing scholars have traditionally emphasized the positive aspects of consumption, and practitioners have been especially most interested in practical implications of the positive forms of knowledge rather than the negative ones; for example...

... rights only Luxury marketing Consumer psychology Consumption guilt Indulgent choice Moral licensing Moral self-concept An executive summary for managers and executive readers can be found at the end of this issue. Each of these research topics will be briefly reviewed in the next...

... with a manager’s position should lead to more favorable affect surrounding the position, but this overemphasis should only manifest when consumers hold opposing ideological beliefs. © Emerald Group Publishing Limited 2015 Ideology Brand image Consumer behaviour Consumer psychology Anchoring...

... seven price perceptions relate to brand loyalty, with novel findings emerging. © Emerald Group Publishing Limited 2015 Consumer behaviour Brand loyalty Consumer psychology An executive summary for managers and executive readers can be found at the end of this issue...

... researchers, this study offers integrative insights into the field based on previous literature and identifies the main contribution and main topic of each. The study also offers suggestions for new research ideas. © Emerald Group Publishing Limited 2014 Consumer behavior Consumer psychology...

... papers included in this special issue have been highlighted. © Emerald Group Publishing Limited 2014 Consumer behaviour Retailing Consumer psychology On the flip side, consumers are also becoming increasingly savvy about pricing. They are able to search for best prices and compare...

... , T. and Swait , J. (1998), “ Brand equity as a signaling phenomenon ”, Journal of Consumer Psychology , Vol. 7 , pp. 131 ‐ 57 . Erdem , T. and Swait , J. (2004), “ Brand credibility, brand consideration, and choice ”, Journal of Consumer Research , Vol. 31 , pp. 191...