Throughout human history, people have expressed admiration for heroes who possessed
extraordinary abilities and achieved superhuman goals. For many, modern-day celebrities …

Highlights•We examine horizontal and vertical individualism–collectivism in consumer
behavior.•These cultural factors address how hierarchy and power are conceptualized.•For …

Research suggests that belief in conspiracy theories (CT) stems from basic psychological
mechanisms and is linked to other belief systems (eg, religious beliefs). While previous …

Despite the increasing market size and consumption power of older consumers, older
people seldom appear in advertising, and research activity in this area suggests that …

A common managerial and theoretical concern is to know how individuals perceive Internet
of Things (IoT) products and applications and how to accelerate adoption of them. The …

While a substantial body of research suggests that congruence between a brand's image
and the consumer's self-image strongly impacts their attitude towards the brand, our …

In line with Kang and Herr's work (2006), this research questions the ELM's contention that
celebrity credibility serves foremost as a peripheral element in a persuasive communication …

Purpose Although endorsers are thought to be highly effective when they match-up with a
product, the current understanding of endorser match-up offers little insight for distinctions …

Purpose While language is vital for a successful service exchange, it can also become a
source of vulnerability if one party is a non-native speaker in an inter-culture service …

Purpose Consumers increasingly depend on the internet as the information source to make
their hospitality decisions, which highlights the need for more research in online …