Negative self-conscious (SC) emotions are important to examine in the field of consumer behavior. These emotions have been identified as drivers of social behavior; each day consumers make decisions and form attitudes and thoughts based on the negative self-conscious emotions they experience....

The theoretical and practical importance of relational exchange is well known. However, customers are often annoyed at companies relationship building attempts. In addition, the literature has three core problems: (1) the relational concept is not well defined; (2) little research has accounted...

The consumer-brand relationship (CBR) has gained interest in recent years, but as currently conceptualized, it is limited to a parasocial relationship where the role of the brand is not acknowledged. In order to better understand the CBR, we have to ask several key questions: (1) What is the...

In the past several years, companies have discovered the importance of strategic social alliances, particularly in the form of cause related marketing (CRM) programs. Varadarajan and Menon (1988) describe the key feature of CRM as is that the firms contribution is linked to consumers engagement...