In recent research, two views of the possible postmodern consumer have emerged. One view, advanced by Firat and Venkatesh, postulates that the consumer has increased expressive flexibility and is therefore liberated from prior ideologically‐created restraints. A second view, provided by...

Purpose: This paper aims to explain a celebrity’s deep resonance with consumers by unpacking the individual constituents of a celebrity’s polysemic appeal. While celebrities are traditionally theorised as unidimensional semiotic receptacles of cultural meaning, the authors conceptualise...

Hill, Gaines, and Wilson [Hill RP, Gaines, J, Wilson RM. Consumer behavior, extended self, and sacred consumption: An alternative perspective from our animal companions, J Bus Res this issue.] provide us with a stimulating, moving account of consumers' relationships with their animal companions...