Purpose – To examine an atypical member of the brand family, “difficult” brands, defined as brands that have intermittent availability, and have inherent performance risks, that, contrary to traditional marketing teachings, may have a positive influence on consumer evaluation and brand...

Chapter 1: Consumption, Production and Entrepreneurship in the Time of Coronavirus -- Part 1: Consumption in the Time of Coronavirus -- Chapter 2: Rationing during COVID-19: Is an ‘equal share’ always fair? -- Chapter 3: The new consumer: a typology of consumer reactions to the COVID-19...