Mental imagery is receiving increased attention in consumer behavior theory and research.
This article describes imagery, characterizing it as a processing mode in which multisensory …

This chapter reviews theories and research on consumer decision making. We characterize
the properties of the consumer decision-making task and the consumer information …

The rapid advancement of influencer marketing in today's digitalization era has led to
marketers partnering with social media influencers to seed information and influence …

The emergence of multivariate analysis techniques transforms empirical validation of
theoretical concepts in social science and business research. In this context, structural …

Can CSR and sustainability signals increase corporate brand performance and brand
equity? What makes these signals more effective? Although research largely evaluates …

Brand names are regarded among the most valuable assets owned by a company. A well-
known and well-regarded brand name—one with a high level of equity or goodwill—can …

Marketers commonly seed information about products and brands through individuals
believed to be influential on social media, which often involves enlisting micro influencers …

The author presents a conceptual model of brand equity from the perspective of the
individual consumer. Customer-based brand equity is defined as the differential effect of …

Evidence from past research and insights from an exploratory investigation are combined in
a conceptual model that defines and relates price, perceived quality, and perceived value …

The purpose of this article is to review basic empirical results from the psychological
literature in a way that provides a useful foundation for research on consumer knowledge. A …