In response to high‐profile calls, and the apparent demand from consumers, brands in a
wide variety of categories have sought to define, articulate, communicate, and act according …

Despite the concept of purpose gaining attention in the business world, academic research
on purpose-driven branding is scarce and the cognitive–affective–conative categories used …

Building on prior work examining discrete emotions and consumer behavior, the present
research proposes that consumers are more likely to engage in the target sustainable …

The results from a large survey (N= 2010) show that the positive effects of the congruity
between brand values and consumers' ongoing value priorities on a variety of consumers' …

Purpose The aim of this study is to explore the relationships between actual (ASC) and ideal
self-congruence (ISC) and harmonious (HBP) and obsessive brand passion (OBP) …

Considerable research into consumer behaviour has examined the self-expressive role of
brands, but has found little support for the premise that brand personality has an influence …

This paper reviews the concept and the practice of brand purpose and aims to enhance the
understanding of its benefits, and cautions in implementing purpose-driven marketing. It …

Brands permeate consumer culture. Yet, despite their ubiquitous presence, one of the
societally most relevant and fundamental questions of brand existence remains among the …

Purpose This paper aims to explore the relationship between brand love and materialism.
Design/methodology/approach This research uses two survey studies that the love of …

Our interest in this special issue is grounded in the early work on brands and brand
relationships (Gardner and Levy 1955; Park, Jaworski, and MacInnis 1986; Fournier 1998) …