The employment of anthropomorphism in promotion has witnessed a notable surge in recent
times, surpassing prevous levels in the hospitality and tourism sectors. This research …

The impact of the use of influencers in recommending certain products to the audience has
been highlighted in recent literature on social media marketing. However, this literature has …

Consumption of luxury brands has been rising significantly, particularly in emerging
economies. While some aspects of luxury consumption may be consistent across cultural …

Consumers no longer consider luxury as an absolute goal. Even though previous studies
have primarily linked luxury with consumers' extrinsic motivation, intrinsic motivational …

Purpose This study's aim was to investigate the role of the perceived values of gaming on
consumers' perceptions of brands as cool as well as the impacts on the consumer–brand …

In recent years, luxury fashion brands have experienced drastic growth. This study examines
how hedonic motivation, self-image congruence, brand experience, and brand attachment …

Purpose Due to a staggering growth rate in the recent past, halal products have attained a
significant attention of marketers across countries. However, marketing practitioners seek to …

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

Drawing on masstige theory, theory of consumption values, and generational cohort theory,
we examine whether product design influences masstige brand passion (MBP). We also …

This study is an attempt to advance the theory of masstige marketing by conceptualizing the
masstige buying behavior. The masstige theory is in the infancy stage, with little …