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)....

Choice options almost always have some information that is unavailable. Some researchers have argued that consumers do not form inferences in these situations, while others have shown that consumers rely on existing attributes to infer missing ones. This paper focuses on what happens to choices...

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: 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...