Purpose: This paper aims to examine how conversing about experiences and objects affects consumer happiness. In contrast to previous research focusing on conversation frequency, this paper explores how each conversation instance influences happiness. Design/methodology/approach: Four...

Purpose – This inquiry aims to contribute to the literature on the historical developments that have influenced the origin, uses, and meanings of branding. Design/methodology/approach – In this qualitative work an historical methodology was followed and, according to Howell and Prevenier's...