This paper investigates the effects of brand misconduct on a consumer-brand relationship. Brand misconduct describes a brand's behavior that disappoints consumers' expectations of the brand, for example the alleged use of child labor in soccer ball factories contracted by Adidas, Nike and Puma....

This paper links findings from research on different age types to branding literature, and adds insight into how to rejuvenate a brand through the use of endorsers in advertisements. The article addresses the yet under-represented value of demographic characteristics of endorsers in affecting...

This research examines how two prepurchase stages of the buyer decision process-information search and alternative evaluation-and two postpurchase stages-evaluation of product and service attributes-influence buyer regret. The study extends prior consequences of regret to include purchase...