Currently almost all products have the brand, and all companies strive to develop and
maintain their brand reputation. Brand is a mark left on the minds and hearts of consumers …

Because products are rarely described completely, consumers often form inferences that go
beyond the information given. We review research on the processes, bases, and the …

• Why do people behave and think the way they do?• What makes people choose certain
products and services?• How does consumption affect our everyday lives? Informed by …

The authors propose that purchasing luxury can be a unique means to engage in
sustainable consumption because high-end products are particularly durable. Six studies …

In response to a top ten global consumer trend, firms are increasingly introducing
environmentally sustainable (“green”) new products. Firms allocate significant resources to …

This research aims to examine the impact of celebrity credibility on consumer‐based equity
of the endorsed brand. The mediating role of brand credibility and the moderating role of the …

This article presents a consumer-psychology model of brands that integrates empirical
studies and individual constructs (such as brand categorization, brand affect, brand …

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 …

Attitude toward the brand (Ab) and purchase intentions (PI) are two pivotal and popular
constructs that have been routinely used by advertising scholars and practitioners. Despite …

The extract reproduced here is from the opening article of the inaugural edition of the
Corporate Reputation Review, a journal whose principal goal is to advance the general …