This study develops and empirically tests an integrative model of what happens when
consumers learn about brand origin misperceptions (BOM). The proposed model suggests …

The stereotypes content model indicates that two traits (ie, warmth and competence) govern
individuals' impression formation. The great variety of research that has used this theory …

Consumers increasingly expect corporate brands to be sustainable and uphold their ethical
values. To explore this topic, we draw on the impression formation literature from social …

Due to environmental concerns, an increasing number of Chinese consumers have begun
to resist fast fashion, promoting cheap and lower quality materials with a short lifetime. A shift …

This article furthers the understanding of cultural congruity in relation to extension
evaluations of corporate heritage brands. The extension of corporate heritage brands …

Extending the unified theory of acceptance and use of technology (UTAUT), this study aims
to unravel how brand origin influences users' perception of UTAUT variables via its impact …

As a meteorological factor, air pollution has emerged as a significant marketing strategy and
has garnered extensive attention from the academic community. Contrary to the prevailing …

This article examines how internet memes, a distinctive type of user-generated content, have
served as a vehicle for the co-destruction of the Airbnb brand. For this purpose, we discuss …

This research draws on social identity theory and social role theory of gender stereotypes to
investigate the role of brand gender personality (masculine and feminine) on generating …

While consumer stereotyping literature has provided useful insights into how various brand
characteristics drive consumers' stereotypical perceptions of brands, the role of consumer …