Nowadays consumers can express their identities not only through their possessions and buying behavior, but also using social media and digital networks. This article aims to understand these digital consumer behaviors by focusing on identity strength and the identity signaling phenomenon. We...

It is a well documented fact that there are few women in top executive positions in business organizations. In this research I examine the effect of having women in top executive positions on an organization’s human qualities (such as being recognized as a best company to work for) and on its...

People often associate human characteristics with brands such that the notion of brand personality has become part of marketing's vernacular. This research documents how implicit theories regarding one's own personality traits (whether they are fixed or malleable) affect inferences about the...