... the transformational nature of wellness and the increasing need for balancing one’s life in order to reach one’s optimal self. The logic of wellness branding involves the creation of one’s optimal, balanced self while communicating it to others. Research limitations/implications This paper makes insightful...

...Sabrina Trudeau H.; Saeed Shobeiri Purpose This paper aims to explore and compare the roles of brand’s experiential and transformational benefits in formation of consumer-brand relationships. Focusing on cosmetics consumption, the study investigates how brand’s experiential benefits (brand...