Purpose: The purpose of this study is to examine the interaction effect of perceived psychological distance toward the luxury brand and construal level of the CSR ad content on young consumers' perceptions toward the CSR ad (i.e. ad-brand congruency and perceived trust on CSR ad). This study...

Purpose: The purpose of this study is to investigate whether and how the effects of cognitive, sensory and affective brand associations on brand love (a core driver of brand loyalty) differ by perceived brand origin (domestic vs imported) and identity expressiveness (low vs high) in two...

Purpose: The study aims to explore motivators and barriers in business venture creation among potential Latina entrepreneurs. Design/methodology/approach: Focus group interviews collected data using Latinas between the ages of 20-30 who expressed interest in starting their own businesses in the...

Purpose – The purpose of this paper is to conceptualize the holistic nature of brand image for fashion-related products and to complete the initial stage of scale development, determining content validity, for a new brand image measure. Design/methodology/approach – The conceptualization of...