We review a growing body of research in consumer behavior that has examined when
consumers humanize brands by perceiving them as like, part of, or in a relationship with …

Research on psychological ownership is prevalent in the consumer domain. This article
details the theoretical core of psychological ownership, integrating research in consumer …

Technological innovations are creating new products, services, and markets that satisfy
enduring consumer needs. These technological innovations create value for consumers and …

This article introduces a new dimension of consumption as liquid or solid. Liquid
consumption is defined as ephemeral, access based, and dematerialized, while solid …

Purpose This paper aims to examine a chain of relationships running from self-congruity
with a brand–that can stem from the actual, ideal or social self–to brand attachment and from …

We argue that consumers with high self-brand connections (SBC) respond to negative brand
information as they do to personal failure—they experience a threat to their positive self …

It has been known for some time that consumers' identities influence purchasing decisions
and people form strong identity connections, or “links,” with products and brands. However …

Brand attachment has been regarded as a powerful and salient construct in marketing,
argued to predict favourable consumer behaviours. Nevertheless, research trying to …

The experience recommendation–if you want to be happier, buy life experiences instead of
material items–is supported in empirical research. However, this evidence is primarily based …

This article explores the consequences of psychological ownership going beyond the
specific relationship with the possession to guide behavior in unrelated situations. Across …