... contributions to the branding literature by broadening the scope of self-branding to a new and timely context. The paper further adds to the consumer research literature by addressing wellness as a form of transformative consumption and an essential part of the current self-care culture. Originality/value...

... Are . New York, NY : Random House   2009 (1st ed.) . 291 pp.   $15.00 (soft cover)   www.atrandom.com © Emerald Group Publishing Limited 2011 --> Brands Brand image Brand communities Brand meaning Co‐creation Consumption Consumer culture The rapid evolution of technology within...

... in different parts of the consumption cycle. Furthermore, the results show that there are significant differences for the impacts of customer satisfaction on loyalty in the first moment of truth compared to the second moment of truth. Practical implications By applying a consumption system approach...

...Mehdi Seltene; Olivier Brunel Purpose The objective of this paper is to evaluate brand extension from a consumer consumption perspective. The most relevant entity becomes both the product and the choice vector. This provides a different aspect of the heterogeneity as it concerns brand extension...

...Paurav Shukla Purpose This paper sets out to address the issue of conspicuous consumption among middle age consumers (40‐60), focusing on the psychological and brand antecedents, using the context of automobile buying behaviour. Existing literature does not clearly conceptualise psychological...