Purpose: The purpose of this study is to uncover the dimensions of shared brand use as a part of romantic relationships and examine the dynamics among shared brand use, brand preference similarity, brand variety seeking and relationship satisfaction. Design/methodology/approach: A total of...

Purpose: The purpose of this research is to develop a better understanding of emotional brand attachment by examining two of its antecedents: external emotional brand connections and emotional intelligence. Design/methodology/approach: Data were collected using survey methodology (n = 419), and...

Purpose: This research aims to examine how credence, search and experience attributes compete with suggestive brand names that are incongruent with the attributes they cue (e.g. expensive EconoLodge Motel, short-lasting Duracell battery and joint-stiffening JointFlex pill)....

Purpose: This paper aims to examine innovativeness and extraversion as antecedents of perceived and social media opinion leadership in different country-level contexts and explore how these antecedents influence product adoption differently. Design/methodology/approach: A survey method was used...