Purpose The purpose of this paper is to provide insight into the relationship between
consumer personality traits and consumer engagement (CE) in the online brand community …

Sustainable consumer behaviour—behaviour motivated or influenced by social and/or
environmental considerations—is an important topic in public policy and consumer …

Background Empathy promotes positive physician-patient communication and is associated
with improved patient satisfaction, treatment adherence and clinical outcomes. It has been …

Marketers have increasingly employed positioning strategies to appeal to either global or
local consumer cultures. However, little is known about the characteristics of consumers …

Purpose–The service‐dominant logic describes customer‐actualized value as being
idiosyncratic, experiential, contextual, and meaning laden. Since positive word‐of‐mouth …

Drawing on extant literature on narrative persuasion, online advertising, and transportation
theory, this research aims to study Internet‐based online narrative advertising and …

This study examines the psychological process used in predicting customer citizenship
behaviors. Hypotheses are proposed to test the effects of personality traits on customer …

Purpose This paper aims to examine innovativeness and extraversion as antecedents of
perceived and social media opinion leadership in different country-level contexts and …

Brand communities have received considerable and warranted attention from marketing
researchers and practitioners. Brand communities can be important sources of information …

Personality psychology has recognized a fundamental 5-factor structure that has integrated
and organized theory and research. Nevertheless, personality-like differences beyond that …