Information incongruent to schema has the potential to increase interest, memorability, and
persuasiveness in consumers. For this reason, strategies evoking schema incongruity have …

The importance of online review valence is a subject of debate among scholars. Prior
studies mostly assumed valence as a “peripheral” cue derived from online review surface …

Purpose The purpose of this paper is to examine how consumer attitudes are affected by
corporate brands that have newly adopted a sustainable brand image. Specifically, this …

Referral reward programs (RRPs) are a cost-effective means for companies to acquire new
customers, and they have therefore been adopted by diverse businesses. This research …

Purpose Entrepreneurial aspirations are essential to the creation and survival of many
businesses and to the economic development of nations. Understanding the drivers of …

In recent efforts, instead of the conventional co-branding marketing approach, many fashion
brands have tried to break through the original image by applying a crossover alliance …

The present research aims at examining the role of consumer-brand identification (CBI) in
attitude toward brand extension regarding the congruency between the values of consumers …

The present study aims to investigate the impact of perceived quality, brand extension
incongruity, involvement and perceived risk on consumer attitude towards brand extension …

Many companies use unique color names to differentiate products, attract consumer
attention, and promote sales. This study categorizes the names of colors in detail, and uses …

Prior literature on knowledge transfer learning suggests that cognitive effort is required to
categorise new products and to develop attitudes toward them. This study investigates …