The authors propose a symbolic–instrumental interactive framework of consumer–brand identification (CBI) and explore its predictiveness across 15 countries. Using multinational data, they show that the negative impact of the misalignment between self–brand congruity and perceived quality...

Drawing from the social information processing approach, the authors develop a contingency framework that captures organizational identification (OI) diffusion through two key interpersonal influencers, supervisors and expert peers. In two multi-level studies in two countries, results...

The motion picture industry is an exciting industry which generates not only well-known stars but also billions of dollars in revenue every year. A movie release typically goes through three stages: theater, home video, and TV. Its theatrical release is the most high-profile stage, and has...