Purpose: As social media platforms continue to have an increased presence in influencer marketing, researchers and practitioners are seeking ways to optimize the use of these platforms. The purpose of this study is to investigate the effect of brand encroachment, a level of brand's control over...

Purpose: The aim of this study is to profile types of gifters via a set of psychographic consumption traits (frugality, gratitude, market mavenism and novelty seeking) and identify differences among the groups regarding their gift-purchasing behavior. Design/methodology/approach: Based on the...

Purpose: This study segmented consumers by combining emotional and shopping characteristics to develop typologies that classify their consumption patterns and disposal behaviors. Design/methodology/approach: To identify segments of fashion consumers, an online questionnaire was administered...