...Harleen Kaur; Harsh V. Verma Purpose The study aims to synthesize the state of research on pride in consumer behaviour and marketing. Specifically, this study aims to understand the emergent themes of literature, the key theories, analytical techniques and methodologies used, as well as key...

... hypotheses. Findings The authors found that, despite the CF domain considered, the choices made by backers (counterintuitively, women, in particular) manifest themselves as mostly self-oriented. This is partly explained by brand identification, which fully mediates the effect of brand pride and partially...