The conceptualization of self‐congruity is more than five decades old. However, the
research on its effect on consumer behaviour is still evolving, ensuing the literature …

An underdog brand is a brand with humble resources that competes with passion and
determination against competitors that dominate a market. Numerous anecdotal examples …

The main purpose of this research is to explore the strategic role of storytelling as a facilitator
of the consumer–brand relationship experience through the creation of cognitive, emotional …

Purpose A growing number of consumers expect brands to take a stand on social issues.
When Gillette launched its video with a social message in 2019, the popular press described …

Creative artificial intelligence (AI) has received a lot of attention in recent years. Artworks that
are introduced to be generated by AI (rather than a human artist) are, however, often …

Abstract The Journal of the Academy of Marketing Science (JAMS) is completing 50 years of
publication in 2022. This paper attempts to pay homage to this milestone, demonstrating that …

Purpose The purpose of this paper is to focus on the building of consumer–brand
identification through the use of two themes (underdog and topdog) in the design of brand …

Artificial intelligence (AI) is increasingly used to accomplish complex tasks, including the
creation of artworks and entertainment products. Our focus here is on user responses to AI …

Tourism product brand biographies are crucial for establishing meaningful emotional
connections between tourists and destinations through tourism products. Using three …

Purpose This study aims to explore the underdog brand biography dimensions that
emerging-country consumers identify with (Study 1) and attempts to uncover the effects of …