Despite the importance of social connections and communities in creating, maintaining and
advocating circular consumption patterns, the role of consumer collectives has not been …

This chapter focuses on interpretive research in marketing. A particular strength of
interpretive methodologies arguably is that they focus attention on the everyday contexts of …

Most marketing and branding activities are essentially concerned with enchantment—the
rendering of the ordinary into something special. To create enchantment, companies are …

An important aspect of fashion e‐commerce is the emergence of new types of consumer
behaviours that occur online. These behaviours are diverse and include searching for …

Understanding service branding from the customer perspective is helpful for various
organizations to attain a competitive edge and build a strong customer base. This research …

This study delineates the process of brand longevity: the achievement of social salience and
ongoing consumer engagement over a sustained period. Our study contributes to branding …

This study aims to provide an understanding of how nostalgic ads (ie, personal, historical,
and cultural) influence customers' participation in bringing dead brands back to life [ie, brand …

Purpose This paper aims to detail how consumers can harness the power of brands to
reconstruct their lives. Design/methodology/approach The authors followed five brand …

Purpose This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs
expert)× 2 (product type: hedonic vs utility) between-respondents factorial experiment to …

Purpose Although multi-brand loyalty (MBL) in consumer markets has been identified in
previous brand loyalty research, empirical studies have not yet explored the facets of its …