... effect, moderation effect and mediation mechanisms. ANOVA was used for analysis of the data. Findings During a brand crisis, consumers could prefer to remain silent over positive or negative word of mouth. Their responses are mediated by pride and shame, and psychological ownership weakens...

... attribute differences more closely with product specialness. The research also explores the moderating roles of consumers’ need for uniqueness (NFU) and psychological ownership. Consumers with higher levels of NFU consistently prefer superior-nonalignable products, regardless of the occasion type...

... on brand psychological ownership and consequent brand attitude, purchase intention and choice. This study also assessed the relative effectiveness of different types of possessive pronouns in different customer segments. Design/methodology/approach Four experiments, involving both students and non...