Brand engagement in self-concept (BESC) is a generalized view of brands in relation to the
self, with consumers varying in their tendency to include important brands as part of their self …

The tendency for consumers to perceive brands as actual human beings has significant
implications in the area of branding. However, there is a large gap in the marketing literature …

This research reports on a cognitive neuroscientific examination of whether trade-off
aversion explains the attraction effect. The principal study involves the neuroimaging of …

Mental representations of social status hierarchy share properties with that of numbers.
Previous neuroimaging studies have shown that the neural representation of numerical …

The goal of this article is to develop a new theory-driven scale for measuring salespeople's
interpersonal-mentalizing skills—that is, a salesperson's ability to “read the minds” of …

This research examines how consumers update their brand personality impressions and
brand attitudes after interacting with one of the brand's employees. Drawing on stereotyping …

Employment has shifted from a relatively stable and secure relation in which shareholders
bore the risks associated with the market and firms buffered the risks vis-d-vis workers to a …

Brain imaging systems are a set of techniques that allow visualizing the regions of the brain
that are activated when (emotional) stimuli are presented. Their advantage over traditional …

Purpose–The purpose of this paper is to propose and illustrate blind qualitative hypothesis
testing, which is a qualitative research technique that further generalizes the well‐known …

Résumé Afin de répondre à cette question, cet article propose une méthode originale de
triangulation. Cette dernière comporte trois types d'études qualitatives: l'utilisation de …