Previous research has extensively investigated the relationships that consumers create and maintain with their possessions. However, little is known about why material objects (compared to immaterial ones) may be particularly relevant for consumers' self‐definition. In this research, we argue...

Our world is turbulent: ecological, social, political, technological, economic, and competitive business environments change constantly. Consumers have changing preferences, learn, build trust in brands, adopt new products, and are persuaded by advertising. Firms innovate and engage in and...