Purpose This paper aims to the literature on negative consumer-brand relationships by
advancing knowledge on the key triggers of brand hate of global and prominent brands. It …

Previously, signalling status had been primarily studied from the conspicuousness of luxury
brands, including high prices and prominent designs. However, less attention has been …

It is important to understand the drivers of green consumption, because of growing concern
for the health of the planet. In this paper, the assumption that a virtue-green product …

While previous research has shown that consumers strive to keep up their consumption with
those who own superior possessions by purchasing conspicuously displayed products …

Many marketers choose to position their brands as underdogs instead of top dogs in the
marketplace. Research suggests that underdog positioning may elicit favorable consumer …

Purpose This paper aims to examine whether social comparison in a prior, nonconsumption
circumstance (eg in an academic setting) affects consumers' materialism and subsequent …

We investigate the widespread yet under-researched social phenomenon of consumer
arrogance—the propensity to broadcast one's superiority over others in the consumption …

While there is extensive literature on the positive impact of salesperson brand identification,
we have little understanding about its negative effects in the luxury context where brand …

Companies engaged in cause‐related marketing (CRM) must demonstrate sincere
commitment to gain consumer support. In this paper, we observe that consumers infer …

This research examines when and why a threat to self-image influences saving intentions.
Data from a set of seven studies, comprising a large-scale survey and 6 experiments, show …