Purpose: The purpose of this paper is to understand the ritual, roles and symbolic meanings of family grilling consumption experiences in northeast Mexico. Design/methodology/approach: This study adopted a phenomenological approach and conducted 73 in-depth interviews and in situ observations...

Purpose: This paper aims to explore the motivations of digital moms to develop relationships with brands in the online environment. Design/methodology/approach: Following a qualitative, interpretative approach, this paper uses several data collection methods such as netnography, focus groups...

Two experiments were conducted to analyze neurophysiological activation, response latency, and actual brand choice concerning novel and familiar brands. The results show that (1) the choice of novel brands (compared to the choice of familiar brands) is preceded by increased activation of both...