In a digital world, it is becoming increasingly important for marketing researchers and
practitioners to understand how consumers attribute humanlike characteristics and …

Brand Anthropomorphism (BA) is gaining prominence in both marketing research and
practice. Researchers have often used different perspectives for studying humanized …

Purpose The purpose of this study is to identify the key components pertaining and
governing a Computer-Generated Influencer's (CGI's) identity and explores and analyzes …

The aim of this study is to improve the understanding of the scientific contributions made by
brand personality (BP) research, to identify its predominant themes and to propose a …

The virtual assistants' market is drastically growing and is expected to reach $2.1 billion by
2020. Nonetheless, the quick expansion and high penetration of e-retailers' AI ecosystem …

The growth of new technological innovations has given rise to a highly digitized retailing
world that is re-defining the consumer purchase journey. Innovations, such as Amazon's …

Historically, the home appliance industry has significantly impacted the environment and
human welfare. Consumers today know the consequences of their consumption habits and …

The food and beverage (F&B) sector has witnessed a significant rise in online food ordering
and delivery companies. Through the consumer journey framework, this study aims to …

Purpose With over 3,000 academic journals in the fields of Business and Economics, most
academics face a hard time selecting an adequate journal to submit their work to. In today's …

Brands often make references to competitors in their public communications. Yet not all
competitors are equal—over time, certain pairs of brands may develop special rivalry …