Prof. Dr. Werner Kroeber-Riel, Begründer des Instituts für Konsum- und Verhaltensforschung (IKV) an der Universität des Saarlandes. Prof. Dr. Andrea Gröppel-Klein, seit 2006 Direktorin des IKV an der Universität des Saarlandes. Das als internationales Standardwerk bekannte Buch beschäftigt...

Origination: The Geographies of Brands and Branding offers innovative theoretical and conceptual frameworks relating to the ways that actors create meaning and value in commodity brands and branding through processes of geographical association.

Purpose – The first purpose of this chapter is to better understand, and to propose a means to understand the ways selves are constructed in daily contingencies during consumption experiences. To do so, the second purpose, which aims to bring an additional contribution, is to investigate the...

Purpose – We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, “the underdog,” we empirically show how...

Purpose – We use data from the United States and Finland, a literature review, and historical analysis to understand the concept and role of cool within global consumer culture. Methodology/approach – This is a conceptual review and qualitative analysis of data from depth interviews,...

Purpose – The purpose of this study was to explore Chinese consumers’ motivations for purchasing luxury products, and to unravel the interrelationships among individual differences, motives, and luxury consumption. Methodology – Data were collected from general consumers living in a large...