The current study focuses on a process the current researchers label intra-negotiation-which deals with resolution of an individual's potential conflict across facets of oneself-and its influence on two distinctly different kinds of consumption (one favouring consumption, the other reducing the...

The current study focuses on a process the current researchers label intra-negotiation-which deals with resolution of an individual's potential conflict across facets of oneself-and its influence on two distinctly different kinds of consumption (one favouring consumption, the other reducing the...

Purpose – Celebrity-themed aircraft campaigns have become a popular tactic that airlines adopt as part of their experiential marketing efforts. The campaign aims at differentiating their airline from competitors through delivering and/or reforming consumers’ flying experience. The paper aims...

Aircraft livery is a painting scheme on the aircraft that allows an airline not only to differentiate its aircraft from those of others, but also to promote the perceived values of the airline. Besides being visually attractive, celebrity-themed aircraft liveries also become increasingly popular...