Purpose: This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment to inspect the effects of the endorsers and product types on consumers’ engagement in BRM through...

Purpose: In the modern era, the significance of product design has increased because customers’ priorities in the evaluation of products have changed from product price to product design. Companies consider product design to be one of the most important sources of competitive advantage and...