The COVID-19 pandemic has hit the tourism and hospitality sector hard. Hotel managers
face uncertainty in this environment in order to survive. This study explores the impact of …

Spillover effects, ie, a change in beliefs regarding one entity due to the evaluation of another
associated entity (Ahluwalia et al. Journal of Marketing Research, 38 (4), 458–470 …

Purpose Through activism, brands participate in the sociopolitical controversies that shape
society today. Based on social identity theory, this study aims to examine the moderating …

Purpose The motivations behind co-branding alliances, the differences in performance
between the paired brands and the emergence of “spillover effects” have been pillars of the …

This study proposes that the interaction effect of brand personality fit and product category fit
will influence perceived masstige under a co-branding context. When product category fit is …

Purpose The purpose of this paper is to assess the extent to which the critical relational
variables of university reputation, student trust and student-university identification influence …

The paper reports findings from a two-stage study of consumer–brand relationships
conducted between April 2021 and June 2021, at a time the COVID-19 pandemic had forced …

The tendency for consumers to perceive brands as actual human beings has significant
marketing implications. Extant research has examined the effect of anthropomorphism on …

Purpose Based on object–object congruity, this study aims to clarify the driving factors and
antecedent mechanism of tourists' willingness to purchase intangible cultural heritage (ICH) …

The retailers of intangible cultural heritage products (ICHPs) in tourism destinations tend to
open their production space to tourists and select outstanding intangible cultural heritage …